prikaz prve stranice dokumenta Nonprofit brand strength’s moderational role
  Download
PDF 317.08 KB
Scientific paper - review paper
Nonprofit brand strength’s moderational role
Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, 28 (2015), S; 155-166. urn:nbn:hr:145:368725
Wymer, Walter

Cite this document

Wymer, W. (2015). Nonprofit brand strength’s moderational role. Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, 28. (S), 155-166. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:368725

Wymer, Walter. "Nonprofit brand strength’s moderational role." Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, vol. 28, no. S, 2015, pp. 155-166. https://urn.nsk.hr/urn:nbn:hr:145:368725

Wymer, Walter. "Nonprofit brand strength’s moderational role." Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues 28, no. S (2015): 155-166. https://urn.nsk.hr/urn:nbn:hr:145:368725

Wymer, W. (2015) 'Nonprofit brand strength’s moderational role', Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, 28(S), pp. 155-166. Available at: https://urn.nsk.hr/urn:nbn:hr:145:368725 (Accessed 05 December 2024)

Wymer W. Nonprofit brand strength’s moderational role. Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues [Internet]. 2015 March 25 [cited 2024 December 05];28(S):155-166. Available at: https://urn.nsk.hr/urn:nbn:hr:145:368725

W. Wymer, "Nonprofit brand strength’s moderational role", Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, vol. 28, no. S, pp. 155-166, March 2015. [Online]. Available at: https://urn.nsk.hr/urn:nbn:hr:145:368725. [Accessed: 05 December 2024]

Please login to the repository to save this object to your list.
Metadata
Title (english)Nonprofit brand strength’s moderational role
AuthorWalter Wymer
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract (english)
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.
Keywords (english)
Languageenglish
Publication typeScientific paper - review paper
Publication statusPublished
Peer reviewPeer review - international
Publication versionPublished version
Journal titleEkonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues
Numberingvol. 28, no. S, pp. 155-166
p-ISSN0353-359X
e-ISSN1847-2206
URN:NBNurn:nbn:hr:145:368725
Publication2015-03-25
Document URLhttp://hrcak.srce.hr/137435
Type of resourceText
Access conditionsOpen access
Terms of useLicence Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) icon
Created on2017-02-28 09:57:07