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Elements that compose the non-profit BRAND orientation in an emerging country

Author

Listed:
  • Lara Mendes Christ Bonella Sepulcri

    (FUCAPE Business School)

  • Emerson Wagner Mainardes

    (FUCAPE Business School)

Abstract

This study grouped and systematized the elements that make up non-profit brand orientation (NBO) in an emerging country, as well as the elements that precede non-profit brand orientation, and the consequences of, and barriers to, the implementation of this strategy. The country studied was Brazil. We carried out an exploratory quantitative study based on the theoretical concept of brand orientation, with data collected from a questionnaire with statements generated in qualitative initial research. We collected 223 valid questionnaires and submitted them to exploratory factor analysis (EFA). We found that NBO in an emerging country is a higher-order reflective construct composed of two lower-order reflective constructs (communication and cause). The antecedents of NBO resulted in a set of reflective constructs of the first order (organizational factors, market factors, and action). We also found four first-order reflective constructs as a consequence of NBO (fundraising, partnerships, staff relationships, and social influence). The barriers to NBO constitute a higher-order reflective construct, composed of four lower-order reflective constructs (communication challenges, commercial aversion, barriers to donation, and economic context). We conclude that, in the presence of the antecedents of NBO in an emerging country, a non-profit organization tends to develop NBO and thus achieves several benefits. However, barriers to NBO hinder both the implementation of NBO and the achievement of the benefits resulting from this strategic orientation.

Suggested Citation

  • Lara Mendes Christ Bonella Sepulcri & Emerson Wagner Mainardes, 2023. "Elements that compose the non-profit BRAND orientation in an emerging country," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(1), pages 85-123, March.
    • Handle: RePEc:spr:irpnmk:v:20:y:2023:i:1:d:10.1007_s12208-022-00333-7
    DOI: 10.1007/s12208-022-00333-7
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    References listed on IDEAS

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    1. Géraldine Michel & Sophie Rieunier, 2012. "Nonprofit brand image and typicality influences on charitable giving," Post-Print halshs-01887007, HAL.
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