The Concept of Brand Personality as an Instrument for Advanced Non-Profit Branding–An Empirical Analysis

TLDR

Non‑profit marketers increasingly use branding to differentiate themselves and strengthen relationships with contributors in a competitive environment. This study investigates applying brand personality concepts to non‑profit brand management. The authors developed a non‑profit brand personality scale by drawing dimensions and items from literature and primary research. Empirical testing of the scale’s propositions produced a theoretical framework and practical implications for the non‑profit sector.

Abstract

ABSTRACT In order to remain distinct and to build up strong relationships with their contributors in an increasingly competitive environment, an increasing number of non-profit marketers are attempting to exploit the profiling potentials of branding. For this reason, the paper addresses the use of the concept of brand personality for the brand management of NPOs. It reports on the development of a non-profit brand personality scale to assess the brand image of a non-profit organisation. Potential dimensions and items are drawn from relevant literature and from primary research. A number of research propositions are empirically tested, which present both a framework for theoretical discussion and practical implications for the non-profit sector.