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Building a woman’s brand through serving on nonprofit boards

Author

Listed:
  • Cronin-Gilmore, Julia

    (Bellevue University, USA)

  • Maguire, Diana

    (Alfred University, One Saxon Drive, Alfred, USA)

  • Asgarpoor, Jena Shafai

    (University of Nebraska–Lincoln, USA)

  • Nabavi, Majid

    (University of Nebraska–Lincoln, USA)

Abstract

This paper analyses building a woman’s brand through serving on nonprofit boards. Through quantitative analysis of an online survey, the study considered three constructs of building a brand through board membership in the nonprofit sector. First, the prevalence of token board members, in terms of members appointed for appearance of diversity as well as members who serve only due to a corporate requirement. Second, the study examined the prevalence of and motivations for recruitment of younger board members to build their brand. Third, the study questioned whether engagement of board members may correspond with physical presence at meetings.

Suggested Citation

  • Cronin-Gilmore, Julia & Maguire, Diana & Asgarpoor, Jena Shafai & Nabavi, Majid, 2020. "Building a woman’s brand through serving on nonprofit boards," Journal of Brand Strategy, Henry Stewart Publications, vol. 9(3), pages 254-270, December.
    • Handle: RePEc:aza:jbs000:y:2020:v:9:i:3:p:254-270
    as

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    More about this item

    Keywords

    building a woman’s brand; women in nonprofit leadership; tokenism; younger board members; governance from afar; partially distributed boards; career advancement;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

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