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Leveraging non-profit brand personality to attract more volunteers

Conference Paper


Abstract


  • Prior studies have demonstrated the usefulness of brand personality for non-profit

    organisations. They postulate that accounting for heterogeneity (especially with respect

    to cultural background and socio-demographics) would improve the extent to which

    brand personality can help non-profit organisations communicate effectively with

    current and potential volunteers. The current study investigates this proposition

    empirically. Results indicate that neither socio-demographics nor cultural background

    affect brand personality perceptions of non-profit organisations. Consumer

    heterogeneity with respect to volunteering motivations, however, leads to highly

    differentiated perceptions of brand personalities and thus presents an excellent

    opportunity for customising communication messages. Theoretically, this study

    contributes by extending the brand personality concept in the context of non-profit

    organisations to account for heterogeneity. Practically, results help managers to identify

    which types of volunteers are likely to prefer their organisation and the brand

    personality perception most likely to result in preference by each group.

Authors


  •   Randle, Melanie
  •   Leisch, Friedrich (external author)
  •   Dolnicar, Sara (external author)

Publication Date


  • 2014

Citation


  • Randle, M., Leisch, F. & Dolnicar, S. (2014). Leveraging non-profit brand personality to attract more volunteers. Australia and New Zealand Marketing Academy (ANZMAC) Conference CD Proceedings

Abstract


  • Prior studies have demonstrated the usefulness of brand personality for non-profit

    organisations. They postulate that accounting for heterogeneity (especially with respect

    to cultural background and socio-demographics) would improve the extent to which

    brand personality can help non-profit organisations communicate effectively with

    current and potential volunteers. The current study investigates this proposition

    empirically. Results indicate that neither socio-demographics nor cultural background

    affect brand personality perceptions of non-profit organisations. Consumer

    heterogeneity with respect to volunteering motivations, however, leads to highly

    differentiated perceptions of brand personalities and thus presents an excellent

    opportunity for customising communication messages. Theoretically, this study

    contributes by extending the brand personality concept in the context of non-profit

    organisations to account for heterogeneity. Practically, results help managers to identify

    which types of volunteers are likely to prefer their organisation and the brand

    personality perception most likely to result in preference by each group.

Authors


  •   Randle, Melanie
  •   Leisch, Friedrich (external author)
  •   Dolnicar, Sara (external author)

Publication Date


  • 2014

Citation


  • Randle, M., Leisch, F. & Dolnicar, S. (2014). Leveraging non-profit brand personality to attract more volunteers. Australia and New Zealand Marketing Academy (ANZMAC) Conference CD Proceedings