Conceptualising brand values in the charity sector: the relationship between sector, cause and organisation

Hudson, J. (2008) Conceptualising brand values in the charity sector: the relationship between sector, cause and organisation. Service Industries Journal, 28 (5). pp. 615-632. ISSN 0264-2069

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Publisher's URL: http://dx.doi.org/10.1080/02642060801988142

Abstract

Charity brands have been found to assist income generation by enhancing donor understanding of an organization and what it stands for. Despite an increasing interest in this topic few studies have addressed the dimensions of such brands and sought to explore the link (if any) with donor behaviour. In this paper, we focus on the personality traits of non-profit brands and begin by exploring how these may be structured. Reporting the findings of a series of nine focus groups, we conclude that dimensions of personality apply at the sector, causal and organizational levels and that the perception of specific categories of trait may be linked to individual giving behaviour.

Item Type:Article
Uncontrolled Keywords:branding, charity, fundraising, nonprofit
Faculty/Department:Faculty of Business and Law > Department of Business Management
ID Code:11876
Deposited By: Dr J. Hudson
Deposited On:14 Dec 2010 14:32
Last Modified:22 Mar 2013 08:32

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