Not-for-profit marketing in the real world: an evaluation of Barnardo's 1995 promotional campaign

This paper examines the extent to which the academic literature underpinning marketing communications appears in the practice of charities' marketing. The first part of the paper investigates the theoretical background surrounding the marketing communications of nonprofit-making organisations drawing from the main academic papers written since the subject was opened in 1969. This theory is then compared and contrasted with the results of a case study concerning a major campaign by Barnardo's, one of the United Kingdom's largest charities. Resultsindicatethatsomeofthepoints highlighted by the academic literature are found in the marketing communications strategy of Barnardo's. Nevertheless, a range of areas is ripe for improvement, including improved systems for obtaining feedback from the target audience on the message that they received. Copyright © 1999 Henry Stewart Publications     

New measure of brand equity status of a basketball club

ABSTRACT

“Brand Status” is defined as a measure that examines the equity “health” and “strength” of a brand in each stage of the brand value chain. A six-stage brand value chain model was developed where Stage I highlights the marketing efforts of the brand equity building; Stage II focuses on the customer’s attitudinal mind-set; Stage III describes actual customer behavioral outcomes (such as attachment and commitment); Stage IV refers to the strength of the brand and its relative advantage in the marketplace (such as brand preference, re-purchase, and premium pricing); Stage V reflects the company gains in sales and profits and the last, Stage VI refers to financial value of the brand for shareholders. Analyzing data obtained from 1,330 fans of basketball clubs gave sufficient evidence to propose a “new” model that can be used to estimate the value scores of the brand’s equity status for each of the various stages in the model and provide the brand’s total brand equity status score.     

A model of antecedents of consumers' post brand attitude upon exposure to a cause–brand alliance

• A cause–brand alliance is a type of cause‐related marketing campaign in which the brand supports a cause in response to a consumer purchasing a product associated with the brand. Using the meaning transfer, attribution, and schema theories, the researchers developed a model and hypotheses addressing structural relationships among key antecedents of brand attitude change upon encountering a cause–brand alliance. The model and the hypotheses were tested in the context of hypothetical cause–brand alliance scenarios. Findings indicate cause–brand alliance attitude as a strong direct predictor of post brand attitude, whereas cause involvement, perceived brand motivations, and prior brand attitude indirectly predict post brand attitude through their effects on cause–brand alliance attitude. Cause–brand fit also indirectly predicts cause–brand alliance attitude via perceived brand motivations. Managerial and theoretical implications are discussed.

Copyright © 2012 John Wiley & Sons, Ltd.     

Region brand legitimacy: towards a participatory approach involving residents of a place

Places have started to adapt commercial branding tactics. But how do stakeholders perceive such practices? Drawing on survey data from French residents, we analyse the advertising legitimacy of a place brand and its influence on the effectiveness of marketing communications in the context of region branding. The results confirm that advertising legitimacy mediates the relationship between exposure to an advertisement and its efficiency. The place brand is more legitimate when advertisements target firms, residents or tourists than when they promote local products through co-branding. We highlight a new expression of democratic legitimacy: a process adapted to hybrid (public–private) organizations.     

Small and medium-sized charities need a strong brand too: Crisis' experience

This paper looks at the benefits and constraints for smaller charities of developing a strong brand image and identity. It focuses on Crisis' own example as a medium-sized charity of defining, creating and building its brand over the past 18 months and seeks to summarise the lessons it learnt. The paper is based on a presentation given by the author at the Henry Stewart Conference Studies' conference ‘Creating a brand image and identity for charities’.     

Brand personality in a membership‐based organisation

• This study employed Aaker's (6) brand personality framework to assess the brand characteristics of a membership based sport organisation in Australia (N=413). Factor analysis suggested that Aaker's framework did not fully capture variations in responses within the Australia sample, and that a modified version incorporating an additional dimension of Innovation was required. This modified factor structure may reflect characteristics of netball as a sport, specific sample attributes or cross‐cultural variations in the brand personality concept. Results indicate that the Netball Victoria brand is strongly associated with Competence, Sincerity and Innovation, is moderately linked with Excitement and Sophistication, and has a low connection with Ruggedness. These qualities are perceived with a high level of consistency by different respondents. The organisation's brand personality as perceived by its members provides a diagnostic which may be used to guide re‐branding, positioning and other marketing strategies. Additional research is required to assess the role and function of cultural variations in measuring brand personality.

Copyright © 2006 John Wiley & Sons, Ltd.     

Exploring the link between cause‐related marketing and brand building

The use of cause‐related marketing (CRM) is increasing around the world and provides benefits to both firms and causes, by linking the two organisations together. Most of the CRM literature examines this strategy from a for‐profit perspective. This paper examines how this literature could be equally applicable to examining CRM from a not‐for‐profit perspective. That is CRM programmes can positively and negatively impact on a not‐for‐profit's brand, which is frequently its most valuable asset. In this way CRM can be related to a number of not‐forprofit brand and brand equity issues including brand awareness, brand attitude and intention to support the CRM programme. Copyright © 2000 Henry Stewart Publications     

The influence of cause marketing associations on product and cause brand value

• The purpose of the study presented in this paper is to add to our understanding of the added value, both monetary and non‐monetary, to a brand when supporting a cause in a cause marketing ad. The findings show that consumers do not perceive the brand to be worth more if it was shown to be supporting a cause. The study also failed to show a significant improvement in consumer brand attitudes for brands featured in cause marketing ads. However, there was an attitude improvement for the cause. Product type and consumer dispositional variables were also examined.
• In summary, this study calls into question the value brands derive from being paired with a cause. This study discusses productive areas of future research and managerial implications.

Copyright © 2008 John Wiley & Sons, Ltd.     

The advertising-to-sales ratio along the brand life cycle: A critical review

The purpose of this study is to suggest a general decision framework for determining the advertising to sales (A/S) ratio during different stages of the brand life cycle, based on past empirical evidence, as reported in the marketing literature.     

Work Teams: Perceptions of a Ready-Made Support System?

Much research on work teams has been focused at the team-level, considering such issues as effectiveness, productivity, and overall interaction. Using qualitative in-depth interviews, the author has asked the question: what is the experience of the individual working within a team? This paper discusses one theme to have emerged, that of perceptions of support being provided within the team. Respondents' accounts presented an expectation that support would be forthcoming from other team members. The discussion considers the experiences of respondents both when this support was received and when it was not, prompting a reconsideration of our understanding of work teams. Further discussion shows how the expectation and provision of this support has implications for how individuals view both teams and organizational work in general, and how consideration of this issue can assist managers in the renewal of employees' energy and well-being.     

The brand positioning and image of a religious organisation: an empirical analysis

• Brand positioning and image development are important topics for any religious organisation wishing to provide an effective service to the public. It follows that in a world with increasing religious options, the position strategy decision and the brand position statement are essential aspects of a fully responsive religious organisation. To investigate these issues the author presents the findings of a study that compared the brand position of a Catholic shrine in Portugal, i.e. the sanctuary of Fátima, with the image of the shrine as perceived by its pilgrims. The paper also attempts to offer a definition of religious marketing and explores some possible antecedents of effective brand positioning within this particular field.

Copyright © 2006 John Wiley & Sons, Ltd.     

Critical social marketing – The impact of alcohol marketing on youth drinking: Qualitative findings

• This paper presents findings from exploratory qualitative research as part of a critical social marketing study examining the impact of alcohol marketing communications on youth drinking. The findings from stakeholder interviews (regulators and marketers) suggest that some alcohol marketing might target young people, and that marketers are cognisant of growing concern at alcohol issues, including control of alcohol marketing. Focus groups with young people (aged 13–15 years) revealed a sophisticated level of awareness of, and involvement in, alcohol marketing across several channels. It was found that some marketing activities featured content that could appeal to young people and appeared to influence their, well‐developed, brand attitudes. The research demonstrates the utility of taking a critical social marketing approach when examining the impact of alcohol marketing. The implications of these findings for research, regulation and policy around alcohol marketing are also examined. The contribution that studies such as this make to the debate around marketing principles and practice, and to social marketing, is also discussed.

Copyright © 2009 John Wiley & Sons, Ltd.     

The influence of branding on adolescent smoking behaviour: exploring the mediating role of image and attitudes

• This study investigates the continuing effects of tobacco marketing communications in a post advertising era, focusing on the constructs of brand awareness, brand image, attitude formation and intention to smoke by adolescents.
• A conceptual model is presented, based on 926 respondents from a UK wide study, to assess brand‐related interrelationships and influences of peers on adolescents' attitudes toward smoking and intention to smoke.
• Results show the strong influence of branding on both attitude and intention, and have implications for government anti‐smoking policies specifically in regard to generic packaging and point of sale displays.

Copyright © 2007 John Wiley & Sons, Ltd.     

A comprehensive look at luxury brand marketing research from 2000 to 2016: a bibliometric study and content analysis

The purpose of this study is to examine how scholarly research on luxury brand marketing has evolved in the twenty-first century. This literature review focuses on 242 articles related to luxury marketing. The contributions of these articles are thoroughly analyzed, combining qualitative interpretations with bibliometric citation analysis that uses a social network of referrals. This study identifies the most influential universities, research outlets, and scholars in the recent evolution of luxury marketing research. The study also identifies current and future research streams, geographic scope, and underlying research methodologies, and it reveals the most frequently used theories and prominent constructs in luxury marketing research. There are few studies that have examined the literature review of the luxury marketing discipline. No previous research has investigated luxury branding by means of a bibliometric analysis and qualitative assessment within such a large scope. Building on the results of this analysis, researchers can target their studies precisely and, thus, increase the contributions of their empirical research.

     

The inside effects of a strong external employer brand: how external perceptions can influence organizational absenteeism rates

In this study, we invoke a social identity and job resources perspective to investigate the impact of an organization’s internal and external employer brand images on employee absenteeism. Specifically, using workforce samples of 56 Belgian companies (n = 12670) and a second independent study sample (n = 4461), we assess the relative importance of the internal employer brand image (i.e. employee perceptions) and the external employer brand image (i.e. non-employee perceptions) in predicting the absenteeism rate in these organizations. Results show that corporate absenteeism decreases as internal (employee) views and external (non-employee) views of the organization decline. Results further show that the external employer brand image may be a more important driver of absenteeism than the internal employer brand image. Such results highlight that an organization’s external image may be a strong antecedent of important internal organizational behavior outcomes.     

The impact of brand orientation on managerial practice: a quantitative study of the UK's top 500 fundraising managers

This paper explores the impact of brand orientation on the managerial practices of fundraising managers in the top 500 UK charities and, in particular, on their ability to attract voluntary income. A series of hypotheses was tested including whether level of brand orientation is associated with different patterns of influence within charities, with the range and type of brand communicators used and with the extent to which organisational objectives are fulfilled. A key finding of the research was that high brand‐oriented fundraising managers attract significantly more voluntary income than low brand‐oriented fundraisers, but that level of brand orientation was not related to statutory income. Such findings are consistent with current theory and practice of branding in which a brand is perceived as a product or organisation plus, where the plus indicates a unique set of values which allows differentiation and hence, donor choice, within competitive environments. Copyright © 2002 Henry Stewart Publications     

Exploring the use of Facebook as a marketing and branding tool by hospital foundations

This study investigated how Ontario (Canada) hospital foundations use Facebook for branding, community outreach, and fundraising. The target sample included all hospital foundations in Ontario that have a presence on Facebook (N = 81). Rich, qualitative Facebook data were collected over a 7‐month period, from the beginning of June 2016 to the end of December 2016, to get a better understanding of the marketing strategies implemented by the foundations. Results were gauged against some of the best practices for Facebook marketing in order to determine practical implications and conclusions for hospital foundations. Overall, hospital foundations are aware of the utmost importance of personalizing their messages, but they are way short of Facebook benchmarks, including Frequency of Posts and Media Type Used.     

Co‐creating nonprofit brand equity

• The concept of brand equity (BE) has been the subject of much recent discussion in the field of nonprofit branding and also has been the concept of brand co‐creation in the field of branding. This study combines these aspects and examines the BE co‐creation of a nonprofit entity, the Finnish Defence Forces military driving school. Empirical data were collected from industrial logistics service providers and military recruits. A theoretical BE model was further developed using structural equation modeling in an exploratory manner to reveal whether the BE model of the military driving school is similar from both viewpoints. Similar workable models were found, indicating strong BE co‐creation and thereby contributing to the field. To support the future co‐creation of BE of the military driving school, it is important to ensure that the recruits take positive experiences from the school and industrial logistics service providers carefully consider how they relay their experiences about the school to other truck drivers. The attitudes of recruits towards the military driving school are likely eventually to conform to those of civilian truck drivers. Finding workable models required omitting some BE dimensions and measures of earlier models. Moreover, using data from one country alone may be a limitation of the study. Therefore, nonprofit BE measures should be further developed and tested with data from further afield.

Copyright © 2012 John Wiley & Sons, Ltd.     

Exploring the interactive effects of brand use and gender on cause‐related marketing over time

Research has shown that men and women respond differently to cause‐related marketing (CRM) appeals with fictitious brands; however, few studies examine how CRM works for existing brands or measure long‐term effects. To fill these gaps, we explore the influence of sponsor brand use and gender on responses to a CRM campaign at three points in time (premessage, postmessage exposure, and 2‐week delay). We are the first study to identify the moderating effect of brand use on gendered responses to CRM messages. Nonbrand users increased their purchase intentions after CRM message exposure; this was especially true for men. Overall, our findings reinforce past research showing that CRM can positively influence short‐term purchase intentions. We reveal new insights that show CRM can work especially well among nonbrand buyers; however, no significant long‐term influence was found. Our results demonstrate the importance of segmenting the market by demographics and brand use as well as considering the long‐term implications of CRM persuasion.