Brand equity for nonprofit organizations: antecedents and consequences for NGOs

Abstract

It has been demonstrated that brand equity is important for any entity, here being included nonprofit organizations, in this case particular NGOs. The present study aims to present a model to find brand equity for them, based on the models of Aaker (1991) and Faircloth (2005). After analyzing both models there have been identified five dimensions for the new scale: brand personality, brand image, brand awareness, brand loyalty and perceived quality. Another important aspect to mention refers to the notable results that derive from brand equity, and those are: fundraising, volunteers, projects and presence. The study has a cross-national character, between Spain and Nicaragua.