A proposed scale for measuring brand equity of non-profit organizations

Non-profit Organizations (NPO) are relevant entities in the dynamics of the social and economic process of the countries at the global level. It is for this reason the purpose of this study is to provide a proposed for a model and scale of brand equity measurement for these organizations. The methodological process was a mixed approach at the exploratory-descriptive level, starting with the bibliographic review and development of qualitative techniques, continuing to the validation of their viability through semi-structured interviews, conclude with a pilot test. Satisfactory results are shown for the model formed by the dimensions: brand personality, brand image, brand awareness, brand loyalty, perceived quality, brand commitment, brand trust, donation intent, volunteer intent and brand equity, the main findings are: The Interrater Agreement (IRA) of both groups exceeds the minimum required by 0.80 (experts 0.86 and volunteers 0.91) which allows affirming that there is a high degree of consistency in their evaluations. In addition, the instrument presented a level of internal consistency analyzed through Cronbach's Alpha with a highly satisfactory result of 0.981.