Nonprofit brand strength's moderational role
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Date
2014
Authors
Wymer, Walter
Journal Title
Journal ISSN
Volume Title
Publisher
Ekonomski fakultet u Osijeku
Abstract
The nature and characteristics of the nonprofit brand strength construct are conceptualized. Brand strength is defined as a multidimensional construct, composed by brand familiarity, brand remarkability, and brand attitude. Brand familiarity refers to the level of knowledge the target audience has about the brand object. Brand attitude refers to the degree to which a brand object is perceived favorably by a target group. Brand remarkability refers to the degree to which a brand object is perceived by a target group to be extraordinary. In the brand management nomological net, brand strength acts as a moderator, influencing the strength of the relationship between marketing tactics (antecedents) and marketing outcomes (consequents). Brand strength’s inter-dimensional relationships are conceptualized. A brand strength strategy grid is presented, which informs brand management strategy based on a brand’s current levels of brand familiarity and brand remarkability.
Description
Open access article. Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International Licence (CC BY-NC-ND 4.0) applies
Keywords
Brand , Brand strength , Brand image , Brand strategy , Brand familiarity , Brand remarkability , Nonprofit brand
Citation
Wymer, W. (2015). Nonprofit brand strength's moderational role. Ekonomski Vjesnik/Econoviews: Review of Contemporary Entrepreneurship, Business and Economic Issues, 28(1), 155-166. Retrieved from http://hrcak.srce.hr/ojs/index.php/ekonomski-vjesnik/article/view/3099/1846