Association of Marketing Theory and Practice Proceedings 2010
 

Document Type

Conference Proceeding

Conference Track

Service Marketing/ Non-Profit Marketing/ Ethics

Publication Date

2010

Abstract

Internet usage has grown precipitously in the last decade, and the implications for marketing are deep and profound for nonprofit organizations. Web sites and online social networking are becoming increasingly important for nonprofits, and the concept of brand personality is another powerful marketing technique that enhances these organizations’ marketing strategies. This study examined the intersection of online branding, brand personalities, and nonprofit organizations, and assessed whether the presence of online branding techniques at a nonprofit’s Web site is associated with a donor’s perception of the nonprofit’s personality. The results of the study demonstrated that online branding is significantly important for a nonprofit organization that is trying to portray itself as reliable, reputable, and honest.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

Included in

Marketing Commons

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