The impact of nonprofit brand orientation on organisational performance
Brands have become increasingly important to many nonprofit organisations. Consequently, brand orientation has emerged as an attractive business philosophy in this sector. In this study, the relationship between nonprofit brand orientation (NBO) and organisational performance is examined. Findings s...
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| Format: | Journal Article |
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Westburn Publishers Ltd
2006
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| Online Access: | http://hdl.handle.net/20.500.11937/21100 |
| _version_ | 1848750496460832768 |
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| author | Napoli, Julie |
| author_facet | Napoli, Julie |
| author_sort | Napoli, Julie |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | Brands have become increasingly important to many nonprofit organisations. Consequently, brand orientation has emerged as an attractive business philosophy in this sector. In this study, the relationship between nonprofit brand orientation (NBO) and organisational performance is examined. Findings suggest that there is a positive association between the dimensions of NBO and nonprofit organisational performance. Further, successful nonprofit organisations tend to be more brand-oriented than their less successful counterparts. Limitations of the study are noted and suggestions for ongoing research offered. |
| first_indexed | 2025-11-14T07:37:45Z |
| format | Journal Article |
| id | curtin-20.500.11937-21100 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T07:37:45Z |
| publishDate | 2006 |
| publisher | Westburn Publishers Ltd |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-211002017-09-13T15:59:41Z The impact of nonprofit brand orientation on organisational performance Napoli, Julie performance brand orientation nonprofit organisations Brands have become increasingly important to many nonprofit organisations. Consequently, brand orientation has emerged as an attractive business philosophy in this sector. In this study, the relationship between nonprofit brand orientation (NBO) and organisational performance is examined. Findings suggest that there is a positive association between the dimensions of NBO and nonprofit organisational performance. Further, successful nonprofit organisations tend to be more brand-oriented than their less successful counterparts. Limitations of the study are noted and suggestions for ongoing research offered. 2006 Journal Article http://hdl.handle.net/20.500.11937/21100 10.1362/026725706778612176 Westburn Publishers Ltd restricted |
| spellingShingle | performance brand orientation nonprofit organisations Napoli, Julie The impact of nonprofit brand orientation on organisational performance |
| title | The impact of nonprofit brand orientation on organisational performance |
| title_full | The impact of nonprofit brand orientation on organisational performance |
| title_fullStr | The impact of nonprofit brand orientation on organisational performance |
| title_full_unstemmed | The impact of nonprofit brand orientation on organisational performance |
| title_short | The impact of nonprofit brand orientation on organisational performance |
| title_sort | impact of nonprofit brand orientation on organisational performance |
| topic | performance brand orientation nonprofit organisations |
| url | http://hdl.handle.net/20.500.11937/21100 |