Elements that compose the non-profit BRAND orientation in an emerging country

This study grouped and systematized the elements that make up non-profit brand orientation (NBO) in an emerging country, as well precede orientation, consequences of, barriers to, implementation of this strategy. The country studied was Brazil. We carried out exploratory quantitative based on theoretical concept with data collected from a questionnaire statements generated qualitative initial research. 223 valid questionnaires submitted them to factor analysis (EFA). found NBO is higher-order reflective construct composed two lower-order constructs (communication cause). antecedents resulted set first order (organizational factors, market action). also four first-order consequence (fundraising, partnerships, staff relationships, social influence). constitute construct, challenges, commercial aversion, donation, economic context). conclude that, presence organization tends develop thus achieves several benefits. However, hinder both achievement benefits resulting strategic orientation.