Non-profit Brand Orientation as a Strategic Communication Approach

References

• Andion, C. (2020). Civil society mobilization in coping with the effects of COVID-19 in Brazil. Revista de Administração Pública, 54(4) , 936–951. https://doi.org/10.1590/0034-761220200199x
   Google Scholar
• Andreasen, A. R. (2012). Rethinking the relationship between social/nonprofit marketing and commercial marketing. Journal of Public Policy and Marketing, 31(1), 36–41. https://doi.org/10.1509/jppm.09.035
   Web of Science ®Google Scholar
• Anees-ur-Rehman, M., Wong, H. Y., & Hossain, M. (2016). The progression of brand orientation literature in twenty years: A systematic literature review. Journal of Brand Management, 23(6), 612–630. https://doi.org/10.1057/s41262-016-0008-2
   Web of Science ®Google Scholar
• Apaydın, F. (2011). A proposed model of antecedents and outcomes of brand orientation for nonprofit sector. Asian Social Science, 7(9), 194–202. https://doi.org/10.5539/ass.v7n9p194
   Google Scholar
• Baghi, I., & Gabrielli, V. (2013). Co-branded cause-related marketing campaigns: The importance of linking two strong brands. International Review on Public and Nonprofit Marketing, 10(1), 13–29. https://doi.org/10.1007/s12208-012-0086-0
   Google Scholar
• Bairrada, C. M., Coelho, F., & Coelho, A. (2018). Antecedents and outcomes of brand love: Utilitarian and symbolic brand qualities. European Journal of Marketing, 52(3/4), 656–682. https://doi.org/10.1108/EJM-02-2016-0081
   Web of Science ®Google Scholar
• Baumgarth, C. (2010). “Living the brand”: Brand orientation in the business-to-business sector. European Journal of Marketing, 44(5), 653–671. https://doi.org/10.1108/03090561011032315
   Web of Science ®Google Scholar
• Baumgarth, C., Merrilees, B., & Urde, M. (2013). Brand orientation: Past, present, and future. Journal of Marketing Management, 29(9–10), 973–980. https://doi.org/10.1080/0267257X.2013.817768
   Google Scholar
• Becker, A., Boenigk, S., & Willems, J. (2020). In nonprofits we trust? A large-scale study on the public’s trust in nonprofit organizations. Journal of Nonprofit & Public Sector Marketing, 32(2), 189–216. https://doi.org/10.1080/10495142.2019.1707744
   Web of Science ®Google Scholar
• Becker-Olsen, K. L., & Hill, R. P. (2006). The impact of sponsor fit on brand equity: The case of nonprofit service providers. Journal of Service Research, 9(1), 73–83. https://doi.org/10.1177/1094670506289532
   Web of Science ®Google Scholar
• Bennett, R., & Gabriel, H. (2003). Image and reputational characteristics of UK charitable organizations: An empirical study. Corporate Reputation Review, 6(3), 276–289. https://doi.org/10.1057/palgrave.crr.1540206
   Google Scholar
• Bevilacqua, R., Freitas, V., & Paula, V. (2020). Innovation and brands: The managers’ perspective in a multiple case study in a Brazilian region. Brazilian Business Review, 17(6), 686–705. https://doi.org/10.15728/bbr.2020.17.6.5
   Google Scholar
• Boateng, G. O., Neilands, T. B., Frongillo, E. A., Melgar-Quiñonez, H. R., & Young, S. L. (2018). Best practices for developing and validating scales for health, social, and behavioral research: A primer. Frontiers in Public Health, 6(149), 1–18. https://doi.org/10.3389/fpubh.2018.00149
   PubMed Web of Science ®Google Scholar
• Boenigk, S., & Becker, A. (2016). Toward the importance of nonprofit brand equity: Results from a study of German nonprofit organizations. Nonprofit Management & Leadership, 27(2), 181–198. https://doi.org/10.1002/nml.21233
   Web of Science ®Google Scholar
• Boso, N., Carter, P. S., & Annan, J. (2016). When is brand orientation a useful strategic posture? Journal of Brand Management, 23(4), 363–382. https://doi.org/10.1057/bm.2016.15
   Web of Science ®Google Scholar
• Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101. https://doi.org/10.1191/1478088706qp063oa
   Google Scholar
• Brazilian Association of Fund Raisers (2021, November 15). Monitor das doações COVID 19. https://www.monitordasdoacoes.org.br/pt
   Google Scholar
• Burgess, S. M., & Steenkamp, J. B. E. (2006). Marketing renaissance: How research in emerging markets advances marketing science and practice. International Journal of Research in Marketing, 23(4), 337–356. https://doi.org/10.1016/j.ijresmar.2006.08.001
   Web of Science ®Google Scholar
• Candler, G., & Dumont, G. (2010). A non-profit accountability framework. Canadian Public Administration, 53(2), 259–279. https://doi.org/10.1111/j.1754-7121.2010.00126.x
   Web of Science ®Google Scholar
• Cant, M. C., Wiid, J. A., & Hung, Y. T. (2013). The importance of branding for South African SMEs: An exploratory study. Corporate Ownership and Control, 11(1), 735–744. https://doi.org/10.22495/cocv11i1c8art4
   Google Scholar
• Casey, J. (2016). Comparing nonprofit sectors around the world: What do we know and how do we know it? Journal of Nonprofit Education and Leadership, 6(3), 187–223. https://doi.org/10.18666/JNEL-2016-V6-I3-7583
   Web of Science ®Google Scholar
• Casey, J. (2020). Comparing third sector expansions. Journal of Comparative Policy Analysis: Research and Practice, 22(1), 1–5. https://doi.org/10.1080/13876988.2019.1701263
   Web of Science ®Google Scholar
• Casidy, R. (2013). How great thy brand: The impact of church branding on perceived benefits. International Journal of Nonprofit and Voluntary Sector Marketing, 18(3), 231–239. https://doi.org/10.1002/nvsm.1467
   Google Scholar
• Casidy, R. (2014). Linking brand orientation with service quality, satisfaction, and positive word-of-mouth: Evidence from the higher education sector. Journal of Nonprofit & Public Sector Marketing, 26(2), 142–161. https://doi.org/10.1080/10495142.2014.901004
   Google Scholar
• Chad, P., Kyriazis, E., & Motion, J. (2013). Development of a market orientation research agenda for the nonprofit sector. Journal of Nonprofit & Public Sector Marketing, 25(1), 1–27. https://doi.org/10.1080/10495142.2013.759814
   Google Scholar
• Chang, Y., Wang, X., & Arnett, D. B. (2018). Enhancing firm performance: The role of brand orientation in business-to-business marketing. Industrial Marketing Management, 72(July), 17–25. https://doi.org/10.1016/j.indmarman.2018.01.031
   Google Scholar
• Chapleo, C. (2015). Brand ‘infrastructure’ in nonprofit organizations: Challenges to successful brand building? Journal of Marketing Communications, 21(3), 199–209. https://doi.org/10.1080/13527266.2012.741609
   Google Scholar
• Cooke, D. (2010). Building social capital through corporate social investment. Asia-Pacific Journal of Business Administration, 2(1), 71–87. https://doi.org/10.1108/17574321011028981
   Google Scholar
• Corbin, J., & Strauss, A. (2015). Basics of qualitative research. SAGE.
   Google Scholar
• Costa, M. M. D. (2016). What influences the location of nonprofit organizations? A spatial analysis in Brazil. VOLUNTAS: International Journal of Voluntary and Nonprofit Organizations, 27(3), 1064–1090. https://doi.org/10.1007/s11266-016-9682-7
   Web of Science ®Google Scholar
• Durgee, J. F. (2016). Exploring what nonprofit branding can learn from contemporary art. International Journal of Nonprofit and Voluntary Sector Marketing, 21(2), 73–81. https://doi.org/10.1002/nvsm.1543
   Google Scholar
• Dwivedi, A., Johnson, L. W., Wilkie, D. C., & Araujo-Gil, L. D. (2019). Consumer emotional brand attachment with social media brands and social media brand equity. European Journal of Marketing, 53(6), 1176–1204. https://doi.org/10.1108/EJM-09-2016-0511
   Web of Science ®Google Scholar
• Eisenhardt, K. M. (1989). Building theories from case study research. Academy of Management Review, 14(4), 532–550. https://doi.org/10.2307/258557
   Web of Science ®Google Scholar
• Ernst, H., Kahle, H. N., Dubiel, A., Prabhu, J., & Subramaniam, M. (2015). The antecedents and consequences of affordable value innovations for emerging markets. Journal of Product Innovation Management, 32(1), 65–79. https://doi.org/10.1111/jpim.12171
   Web of Science ®Google Scholar
• Evans, J., Bridson, K., & Rentschler, R. (2012). Drivers, impediments and manifestations of brand orientation: An international museum study. European Journal of Marketing, 46(11–12), 1457–1475. https://doi.org/10.1108/03090561211259934
   Web of Science ®Google Scholar
• Ewing, M. T., & Napoli, J. (2005). Developing and validating a multidimensional nonprofit brand orientation scale. Journal of Business Research, 58(6), 841–853. https://doi.org/10.1016/j.jbusres.2003.09.012
   Web of Science ®Google Scholar
• Fiocruz (2021, December 20) Fiocruz: United against Covid-19. https://unidos.fiocruz.br/index-en.html#initiatives
   Google Scholar
• Fisher, J., & Hopp, T. (2020). Does the framing of transparency impact trust? Differences between self-benefit and other-benefit message frames. International Journal of Strategic Communication, 14(3), 203–222. https://doi.org/10.1080/1553118X.2020.1770767
   Google Scholar
• Flick, U. (2009). An introduction to qualitative research. SAGE.
   Google Scholar
• Garg, E., Swami, S., & Malhotra, S. K. (2019). Branding effectiveness measurement in non-profit environment. Journal of Advances in Management Research, 16(1), 4–22. https://doi.org/10.1108/JAMR-05-2018-0039
   Web of Science ®Google Scholar
• Gyrd-Jones, R. I., Helm, C., & Munk, J. (2013). Exploring the impact of silos in achieving brand orientation. Journal of Marketing Management, 29(9–10), 1056–1078. https://doi.org/10.1080/0267257X.2013.811283
   Google Scholar
• Hankinson, P. (2000). Brand orientation in charity organisations: Qualitative research into key charity sectors. International Journal of Nonprofit and Voluntary Sector Marketing, 5(3), 207–219. https://doi.org/10.1002/nvsm.114
   Google Scholar
• Hankinson, P. (2001). Brand orientation in the charity sector: A framework for discussion and research. International Journal of Nonprofit and Voluntary Sector Marketing, 6(3), 231–242. https://doi.org/10.1002/nvsm.149
   Google Scholar
• Herlin, H. (2015). Better safe than sorry: Nonprofit organizational legitimacy and cross-sector partnerships. Business and Society, 54(6), 822–858. https://doi.org/10.1177/0007650312472609
   Web of Science ®Google Scholar
• Hill, S. (2020). Politics and corporate content: Situating corporate strategic communication between marketing and activism. International Journal of Strategic Communication, 14(5), 317–329. https://doi.org/10.1080/1553118X.2020.1817029
   Google Scholar
• Huang, Y. T., & Tsai, Y. T. (2013). Antecedents and consequences of brand-oriented companies. European Journal of Marketing, 47(11–12), 2020–2041. https://doi.org/10.1108/EJM-07-2011-0371
   Web of Science ®Google Scholar
• Kamakura, W. A., & Mazzon, J. A. (2013). Socioeconomic status and consumption in an emerging economy. International Journal of Research in Marketing, 30(1), 4–18. https://doi.org/10.1016/j.ijresmar.2011.12.001
   Web of Science ®Google Scholar
• Kaplan, R. S., & Grossman, A. S. (2010). The emerging capital market for nonprofits. Harvard Business Review, 88(10), 110–118. https://www.nonprofitjourney.org/uploads/8/4/4/9/8449980/
   Web of Science ®Google Scholar
• Khan, H., & Ede, D. (2009). How do not-for-profit SMEs attempt to develop a strong brand in an increasingly saturated market? Journal of Small Business and Enterprise Development, 16(2), 335–354. https://doi.org/10.1108/14626000910956092
   Google Scholar
• Khan, I., & Bashir, T. (2020). The role of brand orientation in developing a learning culture and achieving performance goals in the third sector organizations. International Journal of Public Administration, 43(9), 804–817. https://doi.org/10.1080/01900692.2020.1749849
   Web of Science ®Google Scholar
• King, C., & Grace, D. (2010). Building and measuring employee‐based brand equity. European Journal of Marketing, 44(7–8), 938–971. https://doi.org/10.1108/03090561011047472
   Web of Science ®Google Scholar
• King, C., So, K. K. F., & Grace, D. (2013). The influence of service brand orientation on hotel employees’ attitude and behaviors in China. International Journal of Hospitality Management, 34(September), 172–180. https://doi.org/10.1016/j.ijhm.2013.03.004
   Google Scholar
• King, C., & So, K. K. F. (2015). Enhancing hotel employees’ brand understanding and brand-building behavior in China. Journal of Hospitality and Tourism Research, 39(4), 492–516. https://doi.org/10.1177/1096348013491602
   Web of Science ®Google Scholar
• Kuti, E. (1999). Different Eastern European countries at different crossroads. VOLUNTAS: International Journal of Voluntary and Nonprofit Organizations, 10(1), 51–60. https://doi.org/10.1023/A:1021491720489
   Google Scholar
• Laidler‐Kylander, N., & Simonin, B. (2009). How international nonprofits build brand equity. International Journal of Nonprofit and Voluntary Sector Marketing, 14(1), 57–69. https://doi.org/10.1002/nvsm.353
   Google Scholar
• Laukkanen, T., Nagy, G., Hirvonen, S., Reijonen, H., & Pasanen, M. (2013). The effect of strategic orientations on business performance in SMEs: A multigroup analysis comparing Hungary and Finland. International Marketing Review, 30(6), 510–535. https://doi.org/10.1108/IMR-09-2011-0230
   Web of Science ®Google Scholar
• Lee, Z. (2013). Rebranding in brand-oriented organisations: Exploring tensions in the nonprofit sector. Journal of Marketing Management, 29(9–10), 1124–1142. https://doi.org/10.1080/0267257X.2013.812978
   Google Scholar
• Lee, D., & Markham, P. A. (2015). Fundraising-related market orientation among non-profit organisations in Hong Kong: A literature review and research agenda ( Working Paper Series No. 7, Issue 3). Hong Kong: Hong Kong Polytechnic University, College of Professional and Continuing Education, School of Professional Education and Executive Development.
   Google Scholar
• Lefroy, K., & Tsarenko, Y. (2014). Dependence and effectiveness in the nonprofit-corporate alliance: The mediating effect of objectives achievement. Journal of Business Research, 67(9), 1959–1966. https://doi.org/10.1016/j.jbusres.2013.11.003
   Web of Science ®Google Scholar
• Liu, G., Chapleo, C., Ko, W. W., & Ngugi, I. K. (2015). The role of internal branding in nonprofit brand management: An empirical investigation. Nonprofit and Voluntary Sector Quarterly, 44(2), 319–339. https://doi.org/10.1177/0899764013511303
   Web of Science ®Google Scholar
• Liu, G., Ko, W. W., & Chapleo, C. (2017). Managing employee attention and internal branding. Journal of Business Research, 79(October), 1–11. https://doi.org/10.1016/j.jbusres.2017.05.021
   Google Scholar
• Lopez, F. (2018). Perfil das organizações da sociedade civil no Brasil. IPEA.
   Google Scholar
• Mainardes, E. W., Laurett, R., Degasperi, N. C. P., & Lasso, S. V. (2017). External motivators for donation of money and/or goods. International Journal of Nonprofit and Voluntary Sector Marketing, 22(2), e1568. https://doi.org/10.1002/nvsm.1568
   Web of Science ®Google Scholar
• Map of Civil Society Organizations. (2021, December 15). Metodologia. https://mapaosc.ipea.gov.br/metodologia
   Google Scholar
• Michel, G., & Rieunier, S. (2012). Nonprofit brand image and typicality influences on charitable giving. Journal of Business Research, 65(5), 701–707. https://doi.org/10.1016/j.jbusres.2011.04.002
   Web of Science ®Google Scholar
• Moraes, S. G., & Strehlau, V. I. (2020). Country or brand: What matters to younger millennials? Brazilian Business Review, 17(3), 275–292. https://doi.org/10.15728/bbr.2020.17.3.2
   Google Scholar
• Mulyanegara, R. C. (2011). The role of brand orientation in church participation: An empirical examination. Journal of Nonprofit & Public Sector Marketing, 23(3), 226–247. https://doi.org/10.1080/10495142.2011.590724
   Google Scholar
• Nageswarakurukkal, K., Gonçalves, P., & Moshtari, M. (2020). Improving fundraising efficiency in small and medium sized non-profit organizations using online solutions. Journal of Nonprofit & Public Sector Marketing, 32(3), 286–311. https://doi.org/10.1080/10495142.2019.1589627
   Web of Science ®Google Scholar
• Napoli, J. (2006). The impact of nonprofit brand orientation on organisational performance. Journal of Marketing Management, 22(7–8), 673–694. https://doi.org/10.1362/026725706778612176
   Web of Science ®Google Scholar
• Newmeyer, C. E., & Ruth, J. A. (2020). Good times and bad: Responsibility in brand alliances. European Journal of Marketing, 54(2), 448–471. https://doi.org/10.1108/EJM-02-2018-0140
   Web of Science ®Google Scholar
• Osakwe, C. N., Ciunova-Shuleska, A., Ajayi, J. O., & Chovancová, M. (2015). Modelling the brand performance of SME’s in a fastgrowing African economy: The complementary role of brand orientation and customer retention orientation. Economic Computation and Economic Cybernetics Studies and Research, 49(4), 243–260. http://hdl.handle.net/20.500.12188/4780
   Web of Science ®Google Scholar
• Osakwe, C. N. (2016). Crafting an effective brand oriented strategic framework for growth-aspiring small businesses: A conceptual study. Qualitative Report, 21(2), 163–177. https://doi.org/10.46743/2160-3715/2016.2484
   Google Scholar
• Pennerstorfer, A., & Rutherford, A. C. (2019). Measuring growth of the nonprofit sector: The choice of indicator matters. Nonprofit and Voluntary Sector Quarterly, 48(2), 440–456. https://doi.org/10.1177/0899764018819874
   Web of Science ®Google Scholar
• Piehler, R., King, C., Burmann, C., & Xiong, L. (2016). The importance of employee brand understanding, brand identification, and brand commitment in realizing brand citizenship behavior. European Journal of Marketing, 50(9–10), 1575–1601. https://doi.org/10.1108/EJM-11-2014-0725
   Web of Science ®Google Scholar
• Prahalad, C. K., & Hammond, A. (2002). Serving the world’s poor, profitably. Harvard Business Review, 80(9), 48–59. https://barnabys.blogs.com/files/serving-the-ppor-prahalad.pdf
   PubMed Web of Science ®Google Scholar
• Randle, M., Leisch, F., & Dolnicar, S. (2013). Competition or collaboration? The effect of non-profit brand image on volunteer recruitment strategy. Journal of Brand Management, 20(8), 689–704. https://doi.org/10.1057/bm.2013.9
   Google Scholar
• Reid, M., Luxton, S., & Mavondo, F. (2005). The relationship between integrated marketing communication, market orientation, and brand orientation. Journal of Advertising, 34(4), 11–23. https://doi.org/10.1080/00913367.2005.10639210
   Web of Science ®Google Scholar
• Reijonen, H., Hirvonen, S., Nagy, G., Laukkanen, T., & Gabrielsson, M. (2015). The impact of entrepreneurial orientation on B2B branding and business growth in emerging markets. Industrial Marketing Management, 51(November), 35–46. https://doi.org/10.1016/j.indmarman.2015.04.016
   Google Scholar
• Renton, M., Daellenbach, U., & Davenport, S. (2016). Finding fit: An exploratory look at SME brand orientation and brand management in the New Zealand food and beverage sector. Journal of Brand Management, 23(3), 289–305. https://doi.org/10.1057/bm.2016.7
   Web of Science ®Google Scholar
• Richelieu, A., & Korai, B. (2012). The international expansion of religious organizations in Africa. International Journal of Nonprofit and Voluntary Sector Marketing, 17(2), 144–155. https://doi.org/10.1002/nvsm.1418
   Google Scholar
• Ritchie, R. J., Swami, S., & Weinberg, C. B. (1999). A brand new world for nonprofits. International Journal of Nonprofit and Voluntary Sector Marketing, 4(1), 26–42. https://doi.org/10.1002/nvsm.54
   Google Scholar
• Ryan, G. W., & Bernard, H. R. (2003). Techniques to identify themes. Field Methods, 15(1), 85–109. https://doi.org/10.1177/1525822X02239569
   Google Scholar
• Saban, P. C. M., Didonet, S. R., & Toaldo, A. M. M. (2015). The impact of strategic orientation on market performance of small and medium-sized companies. Revista Gestao & Tecnologia—Journal of Management and Technology, 15(3), 29–54. https://doi.org/10.20397/2177-6652/2015.v15i3.799
   Google Scholar
• Sarikaya, S., & Buhl, H. U. (2021). The challenge of resource allocation in the nonprofit sector: Determining the right amount of fundraising expenses. Journal of Nonprofit & Public Sector Marketing, 33(1), 1–28. https://doi.org/10.1080/10495142.2019.1708527
   Web of Science ®Google Scholar
• Schmeltz, L., & Kjeldsen, A. K. (2016). Naming as strategic communication: Understanding corporate name change through an integrative framework encompassing branding, identity and institutional theory. International Journal of Strategic Communication, 10(4), 309–331. https://doi.org/10.1080/1553118X.2016.1179194
   Google Scholar
• Sepulcri, L. M. C. B., Mainardes, E. W., & Belchior, C. C. (2020a). Nonprofit branding: A bibliometric analysis. Journal of Product and Brand Management, 29(5), 655–673. https://doi.org/10.1108/JPBM-05-2019-2366
   Web of Science ®Google Scholar
• Sepulcri, L., Mainardes, E., & Marchiori, D. (2020b). Brand orientation: A systematic literature review and research agenda. Spanish Journal of Marketing—ESIC, 24(1), 97–114. https://doi.org/10.1108/SJME-06-2019-0035
   Google Scholar
• Sheth, J. N. (2011). Impact of emerging markets on marketing: Rethinking existing perspectives and practices. Journal of Marketing, 75(4), 166–182. https://doi.org/10.1509/jmkg.75.4.166
   Web of Science ®Google Scholar
• Silva, L. C. D., Mainardes, E. W., Teixeira, A. M. C., & Costa Júnior, L. (2020). Brand orientation of nonprofit organizations and its relationship with the attitude toward charity and donation intention. International Review on Public and Nonprofit Marketing, 17(3), 353–373. https://doi.org/10.1007/s12208-020-00251-6
   Google Scholar
• Stride, H., & Lee, S. (2007). No logo? No way. Branding in the non-profit sector. Journal of Marketing Management, 23(1–2), 107–122. https://doi.org/10.1362/026725707X178585
   Google Scholar
• Tilley, C. (1999). Built-in branding: How to engineer a leadership brand. Journal of Marketing Management, 15(1–3), 181–191. https://doi.org/10.1362/026725799784870405
   Google Scholar
• Toepler, S., Pape, U., & Benevolenski, V. (2020). Subnational variations in government-nonprofit relations: A comparative analysis of regional differences within Russia. Journal of Comparative Policy Analysis: Research and Practice, 22(1), 47–65. https://doi.org/10.1080/13876988.2019.1584446
   Web of Science ®Google Scholar
• Tofighi, M., Grohmann, B., & Bodur, H. O. (2020). Ethical attribute and brand concept congruity enhances brand evaluations. European Journal of Marketing, 54(1), 79–108. https://doi.org/10.1108/EJM-02-2018-0104
   Web of Science ®Google Scholar
• Urde, M. (1994). Brand orientation: A strategy for survival. Journal of Consumer Marketing, 11(3), 18–32. https://doi.org/10.1108/07363769410065445
   Google Scholar
• Urde, M. (1999). Brand orientation: A mindset for building brands into strategic resources. Journal of Marketing Management, 15(1–3), 117–133. https://doi.org/10.1362/026725799784870504
   Google Scholar
• Vafeiadis, M., Harrison, V. S., Diddi, P., Dardis, F., & Buckley, C. (2021). Strategic nonprofit communication: Effects of cross-sector corporate social responsibility (CSR) alliances on nonprofits and the mediating role of social-objectives achievement and consumer brand identification. International Journal of Strategic Communication, 15(4), 275–292. https://doi.org/10.1080/1553118X.2021.1945610
   Google Scholar
• Vallaster, C., & von Wallpach, S. (2018). Brand strategy co creation in a nonprofit context: A strategy-as-practice approach. Nonprofit and Voluntary Sector Quarterly, 47(5), 984–1006. https://doi.org/10.1177/0899764018776373
   Web of Science ®Google Scholar
• Veljković, S., & Kaličanin, Đ. (2016). Improving business performance through brand management practice. Economic Annals, 61(208), 137–167. https://doi.org/10.2298/EKA1608137V
   Google Scholar
• Venable, B. T., Rose, G. M., Bush, V. D., & Gilbert, F. W. (2005). The role of brand personality in charitable giving: An assessment and validation. Journal of the Academy of Marketing Science, 33(3), 295–312. https://doi.org/10.1177/0092070305276147
   Web of Science ®Google Scholar
• Voeth, M., & Herbst, U. (2008). The concept of brand personality as an instrument for advanced non-profit branding—An empirical analysis. Journal of Nonprofit & Public Sector Marketing, 19(1), 71–97. https://doi.org/10.1300/J054v19n01_04
   Google Scholar
• Wong, H. Y., & Merrilees, B. (2005). A brand orientation typology for SMEs: A case research approach. Journal of Product and Brand Management, 14(3), 155–162. https://doi.org/10.1108/10610420510601021
   Google Scholar
• Wong, H. Y., & Merrilees, B. (2008). The performance benefits of being brand‐orientated. Journal of Product and Brand Management, 17(6), 372–383. https://doi.org/10.1108/10610420810904112
   Google Scholar
• Wymer, W., Boenigk, S., & Möhlmann, M. (2015). The conceptualization of nonprofit marketing orientation: A critical reflection and contributions toward closing the practice–theory gap. Journal of Nonprofit & Public Sector Marketing, 27(2), 117–134. https://doi.org/10.1080/10495142.2014.965078
   Web of Science ®Google Scholar
• Wymer, W. (2015). Nonprofit brand strength’s moderational role. Ekonomski Vjesnik: Review of Contemporary Entrepreneurship, Business, and Economic Issues, 28(S), 155–166. https://hrcak.srce.hr/137435
   Google Scholar
• Zerfass, A., Verčič, D., Nothhaft, H., & Werder, K. P. (2018). Strategic communication: Defining the field and its contribution to research and practice. International Journal of Strategic Communication, 12(4), 487–505. https://doi.org/10.1080/1553118X.2018.1493485
   Google Scholar