Article2012

Co‐creating nonprofit brand equity

Mari Juntunen · Jouni Juntunen · Vesa Autere

22 citations0/0 files storedInternational Journal of Nonprofit and Voluntary Sector Marketing

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Corporate Identity and Reputation

Abstract

The concept of brand equity (BE) has been the subject of much recent discussion in the field of nonprofit branding and also has been the concept of brand co‐creation in the field of branding. This study combines these aspects and examines the BE co‐creation of a nonprofit entity, the Finnish Defence Forces military driving school. Empirical data were collected from industrial logistics service providers and military recruits. A theoretical BE model was further developed using structural equation modeling in an exploratory manner to reveal whether the BE model of the military driving school is similar from both viewpoints. Similar workable models were found, indicating strong BE co‐creation and thereby contributing to the field. To support the future co‐creation of BE of the military driving school, it is important to ensure that the recruits take positive experiences from the school and industrial logistics service providers carefully consider how they relay their experiences about the school to other truck drivers. The attitudes of recruits towards the military driving school are likely eventually to conform to those of civilian truck drivers. Finding workable models required omitting some BE dimensions and measures of earlier models. Moreover, using data from one country alone may be a limitation of the study. Therefore, nonprofit BE measures should be further developed and tested with data from further afield. Copyright © 2012 John Wiley & Sons, Ltd.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 22 citations exist upstream.

References

1999Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives 1977Estimating Nonresponse Bias in Mail Surveys 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 2003Evolving to a New Dominant Logic for Marketing 1994Testing Structural Equation Models.1977Estimating Nonresponse Bias in Mail Surveys 1993Lisrel 8: Structural Equation Modeling With the Simplis Command Language 2007Managing the co-creation of value

Cited by

2018Branding in the public sector: a systematic literature review and directions for future research 2018Finding greener grass on the other side of hill 2017Cause-Brand Community: Toward Consumer Citizenship 2023Insights on NGO brand equity: a donor-based brand equity model 2025Storytelling for Legitimacy and Brand Building: Insights from Lebanese Social Enterprises

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.