search query: @author Napoli, J. / total: 3
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| Author: | Napoli, J. |
| Title: | The impact of nonprofit brand orientation on organisational performance |
| Journal: | Journal of Marketing Management
2006 : SEP, VOL. 22:7-8, p. 673-694 |
| Index terms: | brands organizations performance management |
| Freeterms: | nonprofit brand orientation (NBO) |
| Language: | eng |
| Abstract: | Brands have become increasingly significant to many nonprofit organisations. Consequently, brand orientation has emerged as an attractive business philosophy in this sector. This paper investigates the relationship between nonprofit brand orientation (NBO) and organisational performance. It is shown that there is a positive association between the dimensions of NBO and nonprofit organisational performance. Additionally, successful nonprofit organisations tend to be more brand-oriented than their less successful counterparts. |
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