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Title: An evaluation of nonprofit brand image: towards a better conceptualization and measurement
Authors: Michaelidou, Nina
Micevski, Milena
Cadogan, John W.
Keywords: Nonprofit brand image
Scale evaluation
Scale validation
Scale extension and improvement
Issue Date: 2015
Publisher: © Elsevier
Citation: MICHAELIDOU, N., MICEVSKI, M. and CADOGAN, J.W., 2015. An evaluation of nonprofit brand image: towards a better conceptualization and measurement. Journal of Business Research, 68(8), pp.1657-1666.
Abstract: Nonprofit brand image plays an important role in shaping consumers’ charitable donations and therefore nonprofit organizations must be aware of how consumers perceive them. This research examines nonprofit brand image and reports findings from three empirical studies, which aim to offer a better conceptualization and measurement of the concept. Study 1 investigates the psychometric properties of the Michel and Rieunier’s (2012) nonprofit brand image scales with a sample from the UK, and reports key methodological limitations. Specifically, discriminant and convergent validity tests highlight the need for further research into the dimensionality of the nonprofit brand image measures. Subsequently, studies 2 and 3 offer an improved conceptualization and measurement of nonprofit brand image and validate the scales via the use of 2 separate data sets. The new measures consists of 6 dimensions namely, usefulness, efficiency, affect, dynamism, reliability and ethicality which are significantly related to intentions to donate money and time.
Description: This paper was accepted for publication in the journal Journal of Business Research and the definitive published version is available at http://dx.doi.org/10.1016/j.jbusres.2015.03.024
Version: Accepted for publication
DOI: 10.1016/j.jbusres.2015.03.024
URI: https://dspace.lboro.ac.uk/2134/17156
Publisher Link: http://dx.doi.org/10.1016/j.jbusres.2015.03.024
ISSN: 0148-2963
Appears in Collections:Published Articles (Business School)

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