Does non-profit brand image mean the same across cultures? An exploratory evaluation of non-profit brand image in three countries
作者: Nina MichaelidouMilena MicevskiSelma Kadic-MaglajlicTribikram BudhathokiSiddhartha Sarkar
作者单位: 1School of Business and Economics, Loughborough University , Loughborough, UK
2Department of International Marketing, University of Vienna , Vienna, Austria
3Department of Marketing, School of Economics and Business, University of Sarajevo , Sarajevo, Bosnia and Herzegovina
4Huddersfield Business School, University of Huddersfield , Huddersfield, UK
5Tata Consultancy Services Ltd, Mumbai, India
刊名: International Marketing Review, 2019, Vol.36 (6), pp.979-995
来源数据库: Emerald Journal
DOI: 10.1108/IMR-10-2018-0284
关键词: CharitiesBrand imageNon-profit brand imageCross-nationalDonations
原始语种摘要: The current challenges international charities face with regards to their deteriorating image, as a result of recent scandals (e.g. Oxfam, Save the Children), provide the impetus for this exploratory research, where the purpose of this paper is to examine the conceptualization and dimensionality of non-profit brand image across national cultures.;;The study employs a quantitative research design, using multi-country samples from India, Bosnia and Herzegovina and the UK. The authors first examine the psychometric properties of the non-profit brand image scale via confirmatory factor analysis across countries, identifying the optimal model for invariance testing. Further, the authors use multi-group invariance analysis to evaluate whether non-profit brand image (using an 18-item scale and...
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关键词翻译
关键词翻译
  • brand 黑穗病
  • exploratory 勘探的
  • image 
  • profit 利息
  • across 横过
  • three 
  • national 国家的
  • confirmatory 证实的
  • invariance 不变性
  • evaluation 评价