Brand equity of non-profit organisations: conceptualizing customer based brand equity of Chinese non-profit organisations

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Luo, Y. and Talay, C. ORCID: 0000-0003-4696-6276, 2016. Brand equity of non-profit organisations: conceptualizing customer based brand equity of Chinese non-profit organisations. In: BAM2016: British Academy of Management Conference, Newcastle University Business School, Newcastle University, Newcastle upon Tyne, 6-8 September 2016.

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Abstract

It has been emphasised that brand equity and its formation is important for profit organisations as it is considered an influential communication method to stakeholders. However, its’ importance has not been fully appreciated for non-profit organisations. Despite brand equity models that have been developed and introduced by (Aaker, 1991 and Keller, 2003) and measured by (Faircloth, 2005; Christodoulides and Chernatony, 2010) in the western world, there is still a limited understanding about NPOs’ brand equity in the eastern context. The present paper aims to develop a brand equity model for NPOs by focusing on China and the eastern context which have been overlooked and have a great potential to offer novel insides to the theory in the literature (Fish, 1998 and Hou et al., 2009). This developmental paper proposed to develop a brand equity model by adopting mix methodology approach.

Item Type:	Conference contribution
Creators:	Luo, Y. and Talay, C.
Date:	September 2016
Divisions:	Schools > Nottingham Business School
Record created by:	Jonathan Gallacher
Date Added:	11 Oct 2016 15:52
Last Modified:	09 Jun 2017 14:07
URI:	https://irep.ntu.ac.uk/id/eprint/28829