Factors influencing the brand equity of nonprofits

: the case study of FLAD

Abstract

Purpose: As brand management becomes well-established within the for-profit field, the same hasn’t been felt in the nonprofit sector. In response, this project provides insights into the conceptualization and operationalization of nonprofit customer-based brand equity, by evaluating and providing strategies to improve FLAD’s (Luso-American Development Foundation) value as a brand. For this purpose, the present research improves and further validates the measurement scale of Boenigk and Becker (2016), including the dimensions of awareness, trust and commitment, for which behavioral intentions were added.Methodology: All constructs under analysis were identified and operationalized based on an extensive literature review and a detailed assessment of the existing brand equity models for nonprofits. The selected measurement instrument to evaluate FLAD’s brand equity was based on the scale developed by Boenigk and Becker (2016). The data collected from an online survey (n=203) was mostly analyzed through descriptive statistics.Findings: The results point to trust and behavioral intentions as the dimensions that most contribute to FLAD’s brand equity, while commitment and awareness fall short in this assessment. Further recommendations to improve FLAD’s brand equity are discussed.Research limitation: Future research should test the efficacy, generability and robustness of the proposed nonprofit customer-based brand equity model, based on Boenigk and Becker’s (2016) study. Recommendations are made to use more statistical instruments, different samples and nonprofit types, as well as incorporate other dimensions of brand equity not analyzed in this project. Originality: The brand equity model established for FLAD in this project provides the basis for other nonprofits, especially in Portugal, to evaluate their brand’s performance over time, compare it to competitors and develop accordant marketing strategies where and when needed. Additionally, this study contributes to the research field of nonprofit branding, so these organizations are better equipped to support such activities successfully.

Date of Award	28 Jan 2022
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Lemos e Diogo (Supervisor)