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Modeling Brand Equity in International Nonprofit Organizations: A System Dynamics Approach

机译:国际非营利组织中的品牌资产建模:一种系统动力学方法

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摘要

While nonprofit organizations and their brands are growing in importance and stature, these organizations display surprisingly limited brand management activities. This is partly due to the fact that no explicit brand equity models exist specifically for nonprofit organizations. The aim of this research is to build a formal model of brand equity for international nonprofit organizations engaged in development, advocacy and relief work, using a combination of a system dynamics approach and grounded theory development. In doing so, we hope to contribute to the system dynamics literature by illustrating the step-by-step process of building a model from actual case studies rather than the traditional approach of literature review. Based on in-depth field work in three organizations (Care, Oxfam, and World Vision), two waves of focus groups with 18 brand managers led to the derivation and validation of a formal brand equity model. At the heart of this model are four core variables (Consistency, Focus, Trust, and Partnerships) and their associated causal loops. As such, this research constitutes a significant attempt to advance our understanding of brand equity in nonprofits through modeling, and to demonstrate the effective use of system dynamics in areas of marketing that have traditionally not considered this methodological approach.
机译:尽管非营利组织及其品牌的重要性和地位不断提高,但这些组织显示出令人惊讶的有限的品牌管理活动。部分原因是由于没有针对非营利组织的明确品牌资产模型。这项研究的目的是结合系统动力学方法和扎根的理论发展,为从事发展,宣传和救济工作的国际非营利组织建立正式的品牌资产模型。通过这样做,我们希望通过说明从实际案例研究而不是传统的文献综述方法逐步构建模型的过程中,为系统动力学文献做出贡献。基于在三个组织(护理,乐施会和世界宣明会)中的深入现场工作,与18名品牌经理的两次焦点小组讨论导致了正式品牌资产模型的推导和验证。该模型的核心是四个核心变量(一致性,焦点,信任和伙伴关系)及其相关的因果循环。因此,这项研究构成了一次重要的尝试,即通过建模来增进我们对非营利组织中品牌资产的理解,并证明在传统上不考虑这种方法论的营销领域有效利用系统动力学。

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