Corporate brand dimensions effecting brand-beneficiary relationships within a healthcare non-profit context

Authors: Ramjaun, T.

Start date: 18 May 2016

This study explores brand-beneficiary relationships within a healthcare nonprofit context. The brand as a relationship partner conceptual paradigm is used as a means to explore the salient aspects of the corporate brand that could effect on the brand’s relationship with its beneficiaries from their perspective. There were four corporate brand dimensions that emerged as salient from the inductive qualitative data analysis: brand clarity, brand personality, brand communication and brand ethics. Managerial implications within the nonprofit context are discussed.

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