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...
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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 |
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vudl:176852 |
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Journal of Service Research 9(1), August 2006, 73-84. |
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en |
author |
Becker-Olsen, Karen L. Hill, Ronald Paul. |
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Becker-Olsen, Karen L. Hill, Ronald Paul. The Impact of Sponsor Fit on Brand Equity: The Case of Nonprofit Service Providers. |
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Becker-Olsen, Karen L. Hill, Ronald Paul. |
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Journal of Service Research 9(1), August 2006, 73-84. |
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Becker-Olsen, Karen L. |
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2006 |
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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. |
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The Impact of Sponsor Fit on Brand Equity: The Case of Nonprofit Service Providers. |
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The Impact of Sponsor Fit on Brand Equity: The Case of Nonprofit Service Providers. |
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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. |
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impact of sponsor fit on brand equity: the case of nonprofit service providers. |
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