The Impact of Sponsor Fit on Brand Equity: The Case of Nonprofit Service Providers.

As the nonprofit sector becomes increasingly competitive, it is critical for nonprofit service organizations to become more brand centered and to differentiate themselves in the marketplace. The two studies show that high-fit sponsorship programs between nonprofit service firms and businesses positi...

Full description

Bibliographic Details
Main Authors: Becker-Olsen, Karen L., Hill, Ronald Paul.
Format: Villanova Faculty Authorship
Language:English
Published: 2006
Online Access:http://ezproxy.villanova.edu/login?url=https://digital.library.villanova.edu/Item/vudl:176852
id vudl:176852
record_format vudl
institution Villanova University
collection Digital Library
modeltype_str_mv vudl-system:ResourceCollection
vudl-system:CollectionModel
vudl-system:CoreModel
datastream_str_mv PROCESS-MD
MEMBER-LIST-RAW
DC
STRUCTMAP
PARENT-LIST-RAW
RELS-EXT
THUMBNAIL
MEMBER-QUERY
PARENT-QUERY
PARENT-LIST
AUDIT
AGENTS
LICENSE
LEGACY-METS
hierarchytype
hierarchy_all_parents_str_mv vudl:176773
vudl:172968
vudl:641262
vudl:3
vudl:1
sequence_vudl_176773_str 0000000027
hierarchy_top_id vudl:641262
hierarchy_top_title Villanova Faculty Publications
fedora_parent_id_str_mv vudl:176773
hierarchy_first_parent_id_str vudl:176852
hierarchy_parent_id vudl:176773
hierarchy_parent_title Hill Ronald
hierarchy_sequence_sort_str 0000000027
hierarchy_sequence 0000000027
spelling The Impact of Sponsor Fit on Brand Equity: The Case of Nonprofit Service Providers.
Becker-Olsen, Karen L.
Hill, Ronald Paul.
As the nonprofit sector becomes increasingly competitive, it is critical for nonprofit service organizations to become more brand centered and to differentiate themselves in the marketplace. The two studies show that high-fit sponsorship programs between nonprofit service firms and businesses positively influence brand identity via broad associations and brand meaning, brand response, and brand relationships through specific associations. Conversely, low-fit sponsorship programs are likely to hinder nonprofit brand management strategies by negatively affecting brand identity, brand meaning, brand response, and brand relationships. Finally, the results reveal that nonprofit service organizations can use supportive communications to counter the risks of strategic alliances with low-fit businesses.
2006
Villanova Faculty Authorship
vudl:176852
Journal of Service Research 9(1), August 2006, 73-84.
en
dc.title_txt_mv The Impact of Sponsor Fit on Brand Equity: The Case of Nonprofit Service Providers.
dc.creator_txt_mv Becker-Olsen, Karen L.
Hill, Ronald Paul.
dc.description_txt_mv As the nonprofit sector becomes increasingly competitive, it is critical for nonprofit service organizations to become more brand centered and to differentiate themselves in the marketplace. The two studies show that high-fit sponsorship programs between nonprofit service firms and businesses positively influence brand identity via broad associations and brand meaning, brand response, and brand relationships through specific associations. Conversely, low-fit sponsorship programs are likely to hinder nonprofit brand management strategies by negatively affecting brand identity, brand meaning, brand response, and brand relationships. Finally, the results reveal that nonprofit service organizations can use supportive communications to counter the risks of strategic alliances with low-fit businesses.
dc.date_txt_mv 2006
dc.format_txt_mv Villanova Faculty Authorship
dc.identifier_txt_mv vudl:176852
dc.source_txt_mv Journal of Service Research 9(1), August 2006, 73-84.
dc.language_txt_mv en
author Becker-Olsen, Karen L.
Hill, Ronald Paul.
spellingShingle Becker-Olsen, Karen L.
Hill, Ronald Paul.
The Impact of Sponsor Fit on Brand Equity: The Case of Nonprofit Service Providers.
author_facet Becker-Olsen, Karen L.
Hill, Ronald Paul.
dc_source_str_mv Journal of Service Research 9(1), August 2006, 73-84.
format Villanova Faculty Authorship
author_sort Becker-Olsen, Karen L.
dc_date_str 2006
dc_title_str The Impact of Sponsor Fit on Brand Equity: The Case of Nonprofit Service Providers.
description As the nonprofit sector becomes increasingly competitive, it is critical for nonprofit service organizations to become more brand centered and to differentiate themselves in the marketplace. The two studies show that high-fit sponsorship programs between nonprofit service firms and businesses positively influence brand identity via broad associations and brand meaning, brand response, and brand relationships through specific associations. Conversely, low-fit sponsorship programs are likely to hinder nonprofit brand management strategies by negatively affecting brand identity, brand meaning, brand response, and brand relationships. Finally, the results reveal that nonprofit service organizations can use supportive communications to counter the risks of strategic alliances with low-fit businesses.
title The Impact of Sponsor Fit on Brand Equity: The Case of Nonprofit Service Providers.
title_full The Impact of Sponsor Fit on Brand Equity: The Case of Nonprofit Service Providers.
title_fullStr The Impact of Sponsor Fit on Brand Equity: The Case of Nonprofit Service Providers.
title_full_unstemmed The Impact of Sponsor Fit on Brand Equity: The Case of Nonprofit Service Providers.
title_short The Impact of Sponsor Fit on Brand Equity: The Case of Nonprofit Service Providers.
title_sort impact of sponsor fit on brand equity: the case of nonprofit service providers.
publishDate 2006
normalized_sort_date 2006-01-01T00:00:00Z
language English
collection_title_sort_str impact of sponsor fit on brand equity: the case of nonprofit service providers.
fgs.type_txt_mv http://www.w3.org/ns/ldp#BasicContainer
http://www.w3.org/ns/ldp#Container
http://fedora.info/definitions/v4/repository#Resource
http://www.w3.org/ns/ldp#Resource
http://www.w3.org/ns/ldp#RDFSource
http://fedora.info/definitions/v4/repository#Container
fgs.lastModifiedBy_txt_mv fedoraAdmin
fgs.createdBy_txt_mv fedoraAdmin
fgs.ownerId_txt_mv diglibEditor
relsext.sequence_txt_mv vudl:176773#27
relsext.hasModel_txt_mv http://hades.library.villanova.edu:8080/rest/vudl-system:ResourceCollection
http://hades.library.villanova.edu:8080/rest/vudl-system:CollectionModel
http://hades.library.villanova.edu:8080/rest/vudl-system:CoreModel
fgs.lastModifiedDate_txt_mv 2021-04-12T18:58:53.361Z
fgs.createdDate_txt_mv 2013-01-22T05:58:44.314Z
relsext.hasLegacyURL_txt_mv http://digital.library.villanova.edu/Villanova%20Digital%20Collection/Faculty%20Fulltext/Hill%20Ronald/HillRonald-79ffd320-f407-413a-93ae-fe2a9bcfc734.xml
fgs.label_txt_mv The Impact of Sponsor Fit on Brand Equity: The Case of Nonprofit Service Providers.
relsext.isMemberOf_txt_mv http://hades.library.villanova.edu:8080/rest/vudl:176773
relsext.itemID_txt_mv oai:digital.library.villanova.edu:vudl:176852
relsext.sortOn_txt_mv title
fgs.state_txt_mv Active
has_order_str no
agent.name_txt_mv Falvey Memorial Library, Villanova University
KHL
license.mdRef_str http://digital.library.villanova.edu/copyright.html
license_str protected
has_thumbnail_str true
THUMBNAIL_contentDigest_digest_str 203c69e18f4f46c81e9892448d2c07cd
first_indexed 2014-01-11T22:55:11Z
last_indexed 2021-04-12T18:59:41Z
_version_ 1785892952597331968
subpages