Evaluations of branding alliances between non‐profit and commercial brand partners: the transfer of affect

• There is growing interest in the trend towards co‐branding alliances between non‐profit and commercial entities,which are undertaken by these organisations to transfer associations and affect between each brand partner. Certainly, it makes sense that commercial entities want to gain more from their brands and that non‐profits want secured funding, however, in the same way that the joining of two brands can be beneficial, it can also bring with it major risks when the brand alliance is not well received and evaluations of the alliance are not favourable.
• This research supports the notion that both commercial entities and non‐profit organisations can benefit from a branding alliance, however, an understanding of how these brand alliances are evaluated is important. This research investigates evaluations of brand alliances and the resulting spillover effects for original brand partners that result from brand alliances.
• This research provides empirical support relating to reactions to brand alliances between a non‐profit organisation and a commercial business in terms of how original brand attitudes, familiarity of original brands and perceived brand fit impact on evaluations. While collaboration is important and has potential benefits for each partner—they rest on partner selection and fit between alliance partners. Managerial implications and future research directions are also provided.

Copyright © 2006 John Wiley & Sons, Ltd.     

An empirical investigation on the role of market orientation in church participation

• In recent years, the concept of market orientation has become an attractive avenue for research in marketing. Despite an array of applications of market orientation in the context of religious organisations, an empirical examination of the role of market orientation in affecting church participation remains limited. The purpose of this research is to develop and test a model that explains the role of market orientation in a church participation context. Data were collected from a particular church denomination in Australia using a self-administered questionnaire. This yielded a useable sample of 344. Confirmatory factor analysis was used to test the validity and reliability of the measures, while structural equation modelling was used to test the hypotheses. The findings suggest that market orientation is significantly related to church participation. Further, competitor orientation was found to be negatively associated with church participation. These findings suggest that it is important for church leaders to: (1) understand the needs of church members (customer orientation), (2) ensure that the various ministries in the church are perceived as delivering significant value by its members (interfunctional coordination), and (3) ensure that the range of ministries offered by the church is not perceived as the strategic tools to compete with other churches (competitor orientation), but rather as the means to serve its members effectively.

Copyright © 2010 John Wiley & Sons, Ltd.     

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.     

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.     

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.     

How low can U go?

• ? Although there is growing evidence that wage growth is building in response to low and falling unemployment in the advanced economies, there is scope for unemployment rates to fall further without triggering a pay surge.
• ? For a start, current unemployment rates in comparison to past cyclical troughs overstate the tightness of labour markets. Demographic trends associated with the ageing ‘baby boomer’ bulge have pushed down the headline unemployment rate – unemployment rates among older workers are lower than those of younger cohorts. And in a historical context, Europe still has a large pool of involuntary part‐timers.
• ? In addition, rising participation rates mean that demographics are less of a constraint on employment growth than widely assumed. In both 2017 and 2018, had it not been for increased activity rates (mainly for older cohorts), unemployment would have had to fall more sharply to accommodate the same employment increase. We expect rising participation rates to continue to act as a pressure valve for the labour market.
• ? Finally, unemployment rates were generally far lower during the 1950s and 1960s than now. If wages stay low relative to productivity, as was the case during that prior era, employment growth may remain strong, with unemployment falling further. In the post‐war era, low wages were partly a function of a grand bargain in which policy‐makers provided full employment in return for low wage growth.
• ? There is evidence to suggest that many post‐crisis workers have opted for the security of their existing full‐time job and its associated benefits despite lower wage growth, rather than change job and potentially earn more; the rise of the ‘gig economy’ has led some workers to value what they already have more. Put another way, the non‐accelerating inflation rate of unemployment (NAIRU) has fallen. So, the role of labour market tightness in pushing wage growth higher may continue to surprise to the downside.

     

Affective and cognitive influence of control of navigation on cause sponsorship and non‐profit organizations

The purpose of this research is to examine how control of navigation influences cognitive and affective sponsorship responses and attitude towards the non‐profit organization in the context of corporate websites. By conducting experiments on fictitious brands and existing non‐profit organizations, this study found that control of navigation did not influence sponsorship cognition. Attitude towards the website fully mediated the influence of control of navigation on attitude towards the sponsor's brand and attitude towards the non‐profit organization. Additionally, high control of navigation in combination with high perceived fit was associated with the most positive brand attitude. These findings suggest that control of navigation defined as an external control factor is primarily an affective heuristic; in addition, the heuristic processing influences not only the sponsor's brand but also the sponsored non‐profit organization. Practically, this study suggests that the navigation of corporate websites has to be user‐friendly in order to benefit the brand and ensure neutrality of consumers' judgement of the sponsored non‐profit organization. Copyright © 2015 John Wiley & Sons, Ltd.     

The benefits,satisfaction, and perceived value of small business membership in a chamber of commerce

• Nonprofit chambers of commerce have a long history in western culture but little if any empirical research has been conducted to explore why a small business would join one. This study focuses on members' evaluation of chamber assistance programs and benefits and how they mediate the impact of satisfaction and the perceived customer value of paid membership for chamber services. A mail census survey of all 2019 members, in a large category‐four chamber of commerce, provided valid and reliable representation of existing membership demographics. Factor analysis identified four main benefits, whereas a LISREL model was applied to identify the mediating impact of relational benefits on satisfaction and perceived value. All four dominant benefits significantly correlated with both membership satisfaction and perceived value as did the correlation between satisfaction and perceived value. However, perceived value was found to have higher correlations with relational benefits than that of satisfaction. This study is important as it provides managers with a framework to identify and balance the benefits desired by the membership and adjust the level of expected satisfaction with perceived value in a nonprofit service‐oriented assistance organization.

Copyright © 2013 John Wiley & Sons, Ltd.     

Examining company experiences of a UK cause‐related marketing campaign

The primary aim of the research was to examine commercial organisations' perceptions of the benefits of cause‐related marketing and the extent to which these benefits were achieved through their involvement with a UK cause‐related marketing campaign. The study also explored companies' views on the management of relationships between the profit and nonprofit organisations involved in a cause‐related marketing partnership. The research was conducted with companies involved in the cause‐related marketing campaign of one UK charity. Analysis of the data, gathered by means of a postal questionnaire, revealed that the benefits of cause‐related marketing perceived to be the most important in this context were increasing press coverage and raising brand awareness. Other important benefits included the opportunity to demonstrate social responsibility and enhance corporate reputation as well as building customer loyalty and increasing sales. Benefits achieved through participation in the cause‐related marketing campaign were limited to improved corporate reputation and social responsibility and press coverage. Recommendations for improved management of the partnership heavily emphasised joint planning processes, at the strategic and implementation levels. Copyright © 2003 Henry Stewart Publications     

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.     

An investigation into blood donation intentions among non‐donors

• In broad terms, the donation of blood along with organ and bone marrow donation is considered to be the ultimate act of humanity involving a voluntary and anonymous exchange between two people of a life saving commodity. Yet motivating people to donate blood is a significantly difficult task. The aim of this paper is to use the Theory of Planned Behaviour (TPB) to examine non‐donors on the basis of their likely intention to donate blood in the future and to identify barriers on these more favourable non‐donors. This exploratory research finds that subjective norm, perceived behavioural control and time related barriers are related to intent to donate by current non‐donors. Differences between higher and lower intention donors are also explored.

Copyright © 2007 John Wiley & Sons, Ltd.     

Motivation for alumni donations: a social identity perspective on the role of branding in higher education

• As a result of decreasing government funds and increasing competition, institutions of higher education have propelled themselves into business practices such as branding. Despite the growing literature on branding in higher education, there is little research on the relationship between alumni donor motivations and the university brand. This study explores donor motivations from social identity and self‐congruity theoretical perspectives. The authors used zero‐inflated negative binomial regression to assess the relationship between identification and count of donations. The results showed that if the level of identification with the university increased, the expected number of donations would also increase. The study further assessing the “zeros” (non‐donors), the results suggested that if an alumnus were to identify with the university, he would be 43% less likely to be “certain zero” (definitive non‐donor) and would find a way to give money. Additionally, the authors analyzed responses about why alumni donate and why they choose not to donate. The authors offered observations on the basis of respondent commentary and also raised the question of what happens when university branding efforts conflict with the perceptions of a large stakeholder group such as alumni.

Copyright © 2014 John Wiley & Sons, Ltd.     

Supply surprise is a ‘nice’ reprise

• ? This year advanced economies have enjoyed a rare positive supply surprise: output is higher than expected and inflation is lower. The initial China‐related boost not only proved to be a great antidote to secularly weak global demand, but it has also engendered unexpected global momentum and a benign inflation response. As a result, 2016–17 resembles a mini‐reprise of the “nice” 1990s, a non‐inflationary, consistently expansionary decade.
• ? The global momentum has been propelled by a strong international trade multiplier. This has contributed to strength in several advanced economies, particularly the Eurozone. We expect global growth in 2018 to be bolstered by US fiscal stimulus as the impulse from China fades.
• ? It will remain “nice” in 2018, albeit in the context of weak secular trend growth. We expect the benign output‐inflation trade‐off to continue. Several of the factors that are underpinning low inflation and unemployment as well as weak wage growth are likely to be present for some time.

     

How international nonprofits build brand equity

This paper describes an empirical model of brand equity for international nonprofit organizations and offers nonprofit managers suggestions for the management of their brands. The main areas of interest include:

• A review of the importance of branding for nonprofits, the lack of a brand equity models specifically for nonprofits, and the key differences between for‐profits and nonprofits.
• A proposed nonprofit brand equity model, based on a grounded theory and system dynamics approach.
• A series of specific managerial recommendations, for building nonprofit brand equity.

Copyright © 2008 John Wiley & Sons, Ltd.     

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.     

Perceived superiority of female condoms among female sex workers in India

• This study emphasizes the importance of benefit orientation and the competitive advantage of benefits accrued from an improved social product vis‐à‐vis a current social product as components of a social marketing strategy in order to improve the effectiveness of behaviour change attempts. The views towards female and male condoms of 1939 female sex workers (FSWs) from nine cities in five states of India were investigated. FSWs perceived better peer and male client support, and a more attractive marketing strategy for female condoms over male condoms and thus were likely to use female condoms.

Copyright © 2013 John Wiley & Sons, Ltd.     

The impact of primary service and servicescape on customer satisfaction in a leisure service setting: an empirical investigation among theatregoers

• This paper investigates the effects of perceived primary service and perceived servicescape on customer satisfaction in theatres. According to a questionnaire study, among n = 2897 theatregoers in 12 German‐speaking theatres, factors pertaining to the perceived primary service are most influential on customer satisfaction (in particular, the perceived artistic quality, followed by visitors' emotional and cognitive response to the performance). Contrariwise, factors pertaining to the perceived servicescape (i.e. seating and view; other customers' behaviour) are only of minor relevance for customer satisfaction. Furthermore, the influence of both perceived primary service quality and perceived servicescape quality on customer satisfaction is subject to moderating individual factors, such as visitors' theatrical competence and their motivation for attending a theatre performance.

Copyright © 2015 John Wiley & Sons, Ltd.     

NPO branding: preliminary lessons from major players

• Are nonprofits (NPOs) exhibiting the brand orientation believed to be critical to successful outcomes? To answer this question, we investigate the brand orientation and brand management of the Young Men's Christian Association (YMCA), American Red Cross (ARC), and The Salvation Army to assess the implementation of brand concepts in two different locations within the USA compared to each agency's central body. Despite the support of some propositions, there exists inconsistent evidence of strong brand management in the organizations studied. The variation of brand visuals, missions, and taglines indicates that good structure, policy, and guidelines are not enough. There must be true brand orientation, which includes oversight of consistent application of all brand constructs to achieve organizational goals. This study provides a framework upon which future in‐depth empirical research may be based. The authors outline these next steps as a foundation for enhancing the study and practice of brand management in NPOs.

Copyright © 2009 John Wiley & Sons, Ltd.     

Money donations intentions among Muslim donors: an extended theory of planned behavior model

• The investigation into determinants of money donation intentions while employing an extended theory of planned behavior model is limited to developed country contexts. However, given the challenges facing charitable organizations and scant theoretical evidence from developing world, such an examination can contribute pragmatically. The current study establishes the impact of subjective norms, perceived behavioral control, past behavior, and attitude on respondents' money donation intentions to charities in Pakistan. The respondents (N = 223), a non‐student population living in the city of Gujranwala, completed a survey. The collected data are analyzed by means of a multivariate analysis, which was comprised of regression and correlation. The results reveal a strong support to the extended theory of planned behavior model in establishing the relationship between identified independent and dependent variables in a developing country context of Pakistan. The study contributes to the establishment of a few strategies, which are useful for managers working in charitable organizations to attract and retain donors to support several causes.

Copyright © 2015 John Wiley & Sons, Ltd.     

Regional voices talk theatre: audience development for the performing arts

• Audience development is somewhat of a ‘buzz word’ within the Australian performing arts sector at present. However, rather than actually engaging with audiences and with non‐attenders to discover how to best serve the community, most of the performing arts organisations approach audience development from a product‐centred viewpoint.
• In direct contrast to this, the Talking Theatre project (2004–2006) was implemented in regional Queensland and in the Northern Territory in Australia as an audience development initiative focused on the consumer. The project sought to assist performing arts centres (PACs) to better engage with their local communities and to build new audiences for the future. In particular, the research aimed to understand non‐attenders, their reasons for non‐attendance and their reactions to a range of live performances they experienced under study conditions.
• The Talking Theatre project provided the vehicle for introduction, communication and relationship building to occur to assist in attitudinal and behavioural change. The non‐attenders enjoyed their experiences at the PACs and have begun attending performances outside of study conditions. Limited awareness of the performing arts' relevance to their lives combined with a lack of positive peer influence to attend, were the chief deterrents to attendance for the participants in the study.

Copyright © 2007 John Wiley & Sons, Ltd.