国外非营利组织品牌研究述评与展望
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外国经济与管理 2013 年 第 35 卷第 11 期, 页码：60 - 69
摘要
参考文献
摘要
品牌化是现代非营利组织提升组织能力、应对外部竞争的有效手段。本文围绕非营利组织品牌这一主题,基于文献回顾,分析了非营利组织品牌的基本内涵,介绍了品牌对于非营利组织的核心价值,归纳了非营利组织品牌建构的制约因素,分析了有关非营利组织品牌建构的经典理论模型,总结了非营利组织品牌建构的相关策略,并提出了该领域的未来研究方向,以便为后续研究提供参考。
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[3]Becker-Olsen K L and Hill R P.The impact of sponsor fit on brand equity:The case of nonprofit service providers[J].Journal of Service Research,2006,9(1):73-83.
[4]Bosc J.Brands:They need to work just as hard as you do![J].Nonprofit World,2002,20(1):29-30.
[5]Brookes M.Higher education:Marketing in a quasi-commercial service industry[J].International Journal of Nonprofit and Voluntary Sector Marketing,2003,8(2):134-142.
[6]Dickinson S and Barker A.Evaluations of branding alliances between non-profit and commercial brand partners:The transfer of affect[J].International Journal of Nonprofit and Voluntary Sector Marketing,2007,12(1):75-89.
[7]Fahri A.A proposed model of antecedents and outcomes of brand orientation for nonprofit sector[J].Asian Social Science,2011,7(9):194-202.
[8]Faircloth J B.Factors influencing nonprofit resource provider support decisions:Applying the brand equity concept to nonprofits[J].Journal of Marketing,2005,13(3):1-15.
[9]Grobjerg K and Child C.Illinois nonprofits:A profile of charities and advocacy organizations[M].Chicago:Donors Forum of Chicago,2003.
[10]Haigh D and Gilbert S.Valuing not-for-profit and charity brands-Real insight or just smoke and mirrors[J].Journal of Nonprofit and Voluntary Sector Marketing,2005,10(2):107-119.
[11]Hankinson P.Brand orientation in charity organizations:Qualitative research into key charity sectors[J].International Journal of Nonprofit and Voluntary Sector Marketing,2000,5(3):207-219.
[12]Hankinson P.Brand orientation in the charity sector:A framework for discussion and research[J].International Journal of Nonprofit and Voluntary Sector Marketing,2001,6(3):231-242.
[13]Hankinson P.The internal brand in leading UK charities[J].Journal of Product and Brand Management,2005,13(2/3):84-93.
[14]Hauswirth M and Ann M S.The social network:An analysis of the use of Facebook by nonprofit organizations in the south[D].The University of Alabama at Birmingham,2010.
[15]Helen S and Steven L.No logo?No way.Branding in the nonprofit sector[J].Journal of Marketing Management,2007,23(1/2):107-122.
[16]Hina K and Donna E.How do not-for-profit SMEs attempt to develop a strong brand in an increasingly saturated market?[J].Journal of Small Business and Enterprise Development,2009,16(2):335-354.
[17]Judd N.On branding:Building and maintaining your organization’s brand in an AMC[J].Association Management,2004,56(7):17-19.
[18]Laidler-Kylander N,et al.Building and valuing global brands in the nonprofit sector[J].Nonprofit Management&Leadership,2007,17(3):253-277.
[19]Laidler-Kylander N and Simonin B L.How international nonprofits build brand equity[J].International Journal of Nonprofit and Voluntary Sector Marketing,2009,14(1):57-69.
[20]Letts C,et al.High performance nonprofit organizations:Managing upstream for greater impact[M].Hoboken,N J:Wiley,1998.
[21]Mark G.Building and rebuilding charity brands:The role of creative agencies[J].International Journal of Nonprofit and Voluntary Sector Marketing,2005,10(2):121-132.
[22]Mason D.Invasion of the soul snatchers:Aliens in our midst[J].Nonprofit World,1992,10(6):27-30.
[23]Nathalie K and Christopher S.The role of brand in the nonprofit sector[J].Stanford Social Innovation Review,2012,10(2),http://www.ssireview.org/articles/entry/the_role_of_brand_in_the_nonprofit_sector,2013/7/2.
[24]Ojasalo J,et al.Brand building in software SMEs:An empi rical study[J].Journal of Product&Brand Management,2008,17(2):92-107.
[25]Roberts-Wray B.Branding,product development and positioning the charity[J].Journal of Brand Management,1994,1(6):363-370.
[26]Robin J B R,et al.A brand new world for nonprofits[J].International Journal of Nonprofit and Voluntary Sector Marketing,1998,4(1):26-42.
[27]Sargeant A,et al.Conceptualizing brand values in the charity sector:The relationship between sector,cause and organization[J].Service Industries Journal,2008,28(5):615-632.
[28]Sargeant A,et al.Charity brand personality:The relationship with giving behavior[J].Nonprofit and Voluntary Sector Quarterly,2008,37(3):468-491.
[29]Saxton J.A strong charity brand comes from strong beliefs and values[R].London:NFPSynergy,2008.
[30]Schultz D and Barnes B E.Strategic brand communications campaigns[M].Chicago:NTC Business Books,1999.
[31]Stride H.An investigation into the values dimensions of branding:Implications for the charity sector[J].International Journal of Nonprofit&Voluntary Sector Marketing,2006,11(2):115-124.
[32]Tapp A.Charity brands:A qualitative study of current practice[J].Journal of Nonprofit and Voluntary Sector Marke ting,1996,1(4):327-336.
[33]Wong H Y and Merrilees B.A brand orientation typology for SMEs:A case research approach[J].Journal of Product and Brand Management,2005,14(3):155-161.
引用本文
张冉. 国外非营利组织品牌研究述评与展望[J]. 外国经济与管理, 2013, 35(11): 60–69.
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