Purpose Various studies dealing with brand orientation were analysed to discuss how the issues identified in this area have been relating over time. This paper aims to identify the key studies, the keywords used and the origin of the studies. Design/methodology/approach A systematic literature review (SLR) was performed within the Scopus database to select and summarize the studies that deal with brand orientation. Finally, 90 articles were subjected to bibliometric analysis. Findings Five major research areas were identified (brand orientation concept, hybrid strategies, internal branding management, brand performance and perceived brand orientation) and discussed. Research limitations/implications As the main theoretical contribution, the results showed a focus on research in five areas: the development of the brand orientation concept and proposed extensions; hybrid strategies; the relations between brand orientation, internal branding and brand management; the relation between brand orientation and financial performance; and the perceived brand orientation, mostly applied to higher education sector. Originality/value The study offers a general overview of brand orientation, identifying relations on topics of interest, main keywords and sub-themes in this field. The results contribute to fulfilling the research gap about the relationship between all these aspects. Finally, an agenda for future research is proposed.
Purpose This study aims to examine articles on nonprofit branding over an 18-year time span to develop an overview and better understanding of the subject. Design/methodology/approach This study used the Scopus database in a search for studies that deal, regardless of the approach, with branding in a nonprofit context. Subsequently, through a systematic review, a database with 84 articles was generated and 77 articles were submitted to bibliometric analysis. Findings This study identified six main research areas (brand and donation, brand management, brand orientation, nonprofit and for-profit partnership, communication strategies and stakeholder management), which were analyzed and discussed, seeking to identify the relationship between research in each area. In addition, this study presents the limitations of the research and thus verify that, although this body of literature is growing, the complexity of the nonprofit sector offers several opportunities for future research, which are pointed out at the end of the study. Practical implications This study contributes to the academic literature on the topic by providing a systematization of knowledge about branding in the nonprofit sector and also offers insights about nonprofit branding to institutions and managers in this industry. Originality/value This is the first study, to the authors’ knowledge, to evaluate and quantify the progress of brand literature in the nonprofit sector.
This study grouped and systematized the elements that make up non-profit brand orientation (NBO) in an emerging country, as well as the elements that precede non-profit brand orientation, and the consequences of, and barriers to, the implementation of this strategy. The country studied was Brazil. We carried out an exploratory quantitative study based on the theoretical concept of brand orientation, with data collected from a questionnaire with statements generated in qualitative initial research. We collected 223 valid questionnaires and submitted them to exploratory factor analysis (EFA). We found that NBO in an emerging country is a higher-order reflective construct composed of two lower-order reflective constructs (communication and cause). The antecedents of NBO resulted in a set of reflective constructs of the first order (organizational factors, market factors, and action). We also found four first-order reflective constructs as a consequence of NBO (fundraising, partnerships, staff relationships, and social influence). The barriers to NBO constitute a higher-order reflective construct, composed of four lower-order reflective constructs (communication challenges, commercial aversion, barriers to donation, and economic context). We conclude that, in the presence of the antecedents of NBO in an emerging country, a non-profit organization tends to develop NBO and thus achieves several benefits. However, barriers to NBO hinder both the implementation of NBO and the achievement of the benefits resulting from this strategic orientation.
Divulgação CFC EDITORIAL É com enorme prazer e muita honra que abro esta Edição Especial Comemorativa dos 50 anos da Revista Brasileira de Contabilidade (RBC), tendo o Conselho Federal de Contabilidade à frente, e, concomitantemente, dos 75 anos de criação dos Conselhos de Contabilidade, ocorrido com a sanção ao Decreto-Lei n.º 9.295, em 27 de maio de 1946. A RBC foi fundada em 16 de dezembro de 1911, tendo o seu primeiro número publicado em janeiro de 1912. Na página 2 da edição pioneira, foi publicado aquele que é considerado por historiadores da Contabilidade como um dos primeiros estudos científicos publicados no país pela área -"Contas Commerciais" -, de autoria de José da Costa Sampaio. Os diretores da sociedade anônima constituída para editar a RBC foram Carlos de Carvalho, Horácio Berlinck e José da Costa Sampaio, e os administradores do periódico pioneiro foram Francisco D'Áuria, Carlos Levy Magano, Raymundo Marchi e Emilio de Figueiredo. Em 1971, o CFC assume a edição da RBC. Para esta edição comemorativa, foram convidados como articulistas seis nomes expressivos e representativos da profissão contábil, aos quais agradeço. Abrindo a edição, a professora doutora Ilse Maria Beuren investiga a contribuição dos cursos de doutorado da área de Ciências Contábeis para a formação de professores que integram o quadro docente permanente dos Programas de Pós-Graduação (PPGs) de Contabilidade no Brasil.No segundo artigo, a presidente da Associação Interamericana de Contabilidade (AIC), Maria Clara Cavalcante Bugarim, traça uma trajetória da luta feminina e da evolução gradativa da mulher na sociedade, especialmente no Brasil, dentro e fora do cenário contábil.Em seguida, o professor Dr. Ernani Ott apresenta a importância do compromisso permanente com a ética e com a educação continuada para a valorização do profissional da contabilidade no mercado de traba-lho e para angariar o respeito da sociedade em geral, tanto no âmbito pessoal como da classe contábil. No quarto artigo, o professor doutor Eliseu Martins faz uma narrativa da história da adoção das International Accounting Standards Board (IFRS) e do modelo e do pensamento anglo-saxônico da Contabilidade no Brasil. Seguindo, o professor doutor Valcemiro Nossa, a doutoranda Lara Mendes Christ Bonella Sepulcri e a professora doutora Silvania Neris Nossa discutem a interação das entidades de classe contábil com o mercado e a academia. Fechando a edição, o presidente do Conselho Federal de Contabilidade, Zulmir Ivânio Breda, discorre sobre a função que a atividade contábil desempenha na coletividade e o papel que os profissionais da área exercem no ambiente econômico-social em que estão inseridos. Parabéns ao Conselho Federal de Contabilidade, aos Conselhos Regionais e à Revista Brasileira de Contabilidade pela jornada! Uma ótima leitura a todos!EXPEDIENTE
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