O brand equity nas organizações sem fins lucrativos e a perceção dos stakeholders

: estudo de caso da Mirpuri Foundation

Abstract

The growing global concern with social and environmental causes inherent to sustainability has driven the growth of the Third Sector, which aims to respond to these challenges. In this sense, managing the brand and its respective value is essential for organisations in this sector to stand out and build a strong brand to create and maintain relationships of trust with their stakeholders, promote their causes, and achieve their objectives and mission. In today's oversupplied world, not-for-profit brands need to invest in digital media alongside traditional communication strategies as a strategic tool that allows them to amplify their communication and messages, boost the involvement of their various audiences and maximise the impact of their causes. In this way, the problem of brand equity in a Third Sector organisation is addressed, namely the Mirpuri Foundation, a non-profit foundation that works in six different areas to promote the creation of a more sustainable world, where the internship was carried out. The research question “How is the Mirpuri Foundation's brand equity perceived by its stakeholders?” guided this mixed-methods case study, in which Boenigk and Becker's (2016) model was applied to assess this perception. The questionnaire, in which the data collected corresponds to a valid sample of 129 respondents from a universe of 170, was analysed statistically. The main results show that the Mirpuri Foundation brand is positively perceived by its stakeholders and that trust is the dimension that most contributes to its brand equity. However, the analysis also made it possible to identify the need to create and implement digital communication strategies to improve the brand's brand equity and strengthen relationships with the different categories of stakeholders to increase the brand's awareness and recognition among its target audiences.

Date of Award	16 Dec 2024
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Alexandre Duarte (Supervisor)