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<p>Given the importance of nonprofit organizations (NPOs) in emerging countries, this study used measures developed to these markets to analyze the relationship that market factors have on nonprofit brand orientation (NBO), and the relationship this strategy has on fundraising and staff relationships. Also, the paper analyzes the moderating effect of barriers that can reduce the effect of these connections. Based on quantitative research (<i>n</i> = 329), we found that NPOs’ external pressures are important to brand development and that NBO positively influenced fundraising and staff relationships. Moreover, we showed that the barriers did not affect these relations. These results show how NPOs’ brands can be developed in emerging countries, effectively contributing to NPOs’ marketing strategies.</p>

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The role of nonprofit brand orientation in the context of an emerging country

  • 期刊论文

  • 发表日期：

    2025年2月11日

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  • Lara Mendes Christ Bonella Sepulcri,
  • Emerson Wagner Mainardes

摘要

Given the importance of nonprofit organizations (NPOs) in emerging countries, this study used measures developed to these markets to analyze the relationship that market factors have on nonprofit brand orientation (NBO), and the relationship this strategy has on fundraising and staff relationships. Also, the paper analyzes the moderating effect of barriers that can reduce the effect of these connections. Based on quantitative research (n = 329), we found that NPOs’ external pressures are important to brand development and that NBO positively influenced fundraising and staff relationships. Moreover, we showed that the barriers did not affect these relations. These results show how NPOs’ brands can be developed in emerging countries, effectively contributing to NPOs’ marketing strategies.