Fourth in this PGR Virtual Poster Showcase:
Lara Christ, visiting PhD student in the Faculty of Management with this poster entitled:
‘Nonprofit brand orientation in emerging countries: Antecedents, barriers and outcomes’
Click the poster below to enlarge.
Considering the importance of the nonprofit organizations in emerging countries, the research aims to develop the elements that constitute the nonprofit brand orientation in emerging countries and identify the antecedents, barriers and outcomes of nonprofit brand orientation. In this way, the recent literature about the concept was analysed and a theoretical model is going to be proposed. The research is going to be realized in four steps: generation of indicators from an exploratory research, grouping of the indicators in factors, confirmation of the factors and test of the proposed model. We expect to produce a measurement scale of nonprofit brand orientation, antecedents, barriers and outcomes in emerging countries. In addition to the theoretical relevance of a new scale of a concept that has not been approached yet in the marketing literature, the project can contribute to the management of social organizations bringing benefits to society as a whole.