An exploration of the relationship between brand orientation and organizational performance in the Non-profit Sector

This source preferred by Chris Chapleo

Authors: Chapleo, C., Liu, G. and Ko, J.

Start date: 9 July 2013

An exploration of the relationship between brand orientation and organizational performance in the Nonprofit Sector Abstract

Brand orientation is a deliberate approach based around the creation, development, and protection of an organization’s brands, both internally and externally, with the aim of achieving better organizational performance. Drawing on internal branding concepts, we seek to develop a deeper understanding of the relationship between brand orientation and organizational performance by investigating the mediating effects of staff emotional brand attachment and staff community service involvement, together with the moderating effect of charismatic leadership. The path analytic findings based on data obtained from the representatives of 301 UK nonprofit organizations supported these hypotheses. On a general level, the findings suggest staff emotional brand attachment and staff service involvement are linked to brand orientation and organizational performance. Moreover, charismatic leadership increases the strength of this linkage. All of these findings extend the literature on brand orientation.

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