Insights on NGO brand equity: a donor-based brand equity model

Purpose The growth in the number of nongovernmental organizations (NGOs) worldwide has led to increased competition for donations. A stronger NGO brand equity will make donors more attracted an organization, compelling them increase both their donations and commitment. goal this study is propose a novel donor-based model. present takes into consideration special characteristics that confer NGOs—specific examples nonprofit (NPOs) demand higher moral capital. suggested framework considers donor's perspective identifies new dimensions: familiarity (recall, strength identification), associations (authenticity, reputation differentiation) commitment (attitudinal, emotional) by building on previous NPOs consumer-based models. Design/methodology/approach Based analysis literature, authors model, which test with convenience sample 137 individuals through partial least squares structural equation modeling. Findings results demonstrate positive effects reputation, differentiation, identification equity. Practical implications proposed model help managers better understand sources from efficiently manage resources activities strengthen NGO's Originality/value This paper provides novel, multidimensional oriented specific NGOs; orientation distinguishes it commercial