Exploring brand purpose dimensions for non-profit organizations

Mirzaei, Abas; Webster, Cynthia; Siuki, Helen

doi:10.1057/s41262-020-00224-4

Cited by 24 publications

(42 citation statements)

References 38 publications

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“…Por consiguiente, como sucede con las estrategias de marketing social y con el marketing con causa, el cual se refiere a aquella empresa que "colabora con una causa social a cambio de que el consumidor compre sus productos y servicios" (Buil et al, 2012, p. 90), comunicar o no la RSE es una cuestión ya superada en la actualidad. En este sentido, los investigadores no solo consideran que sea necesario comunicar el compromiso social, sino que este debe ser inherente a la imagen corporativa, ya como un proceso estratégico de la propia narrativa empresarial (Freire et al, 2018), al corporate purpose (Gartenberg et al, 2019) o al brand purpose (Mirzaei et al, 2021).…”

Section: Introductionunclassified

La comunicación no convencional de la RSE y los elementos de construcción de la narrativa de marca a través de dos casos de estudio

López-González

Freire-Sánchez

Vidal-Mestre

2023

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La evolución del marketing social y la creciente demanda de los consumidores acerca de una mayor implicación de las marcas con causas sociales ha hecho potencialmente necesaria la comunicación de la RSE. Sin embargo, es debatible la eficacia de invertir en comunicación en medios pagados o si, por el contrario, es más rentable construir una narrativa de marca en medios propios y ganados mediante la creación de contenido, la experiencia de usuario o la marca personal de sus fundadores, entre otras estrategias. En este sentido, mediante un análisis cualitativo comparativo e interdisciplinar, esta investigación pretende analizar y determinar qué elementos estimulan la construcción y expansión de la narrativa de marca mediante dos casos contrastados de empresas que trabajan con colectivos vulnerables y que han conseguido diferenciarse en sus sectores mediante la incorporación de la diversidad como un valor añadido: el proyecto socioempresarial La Fageda y el proyecto transformador La Casa de Carlota. A partir de la generalización analítica, se ha podido relacionar los resultados de este estudio con otros casos similares, con el objetivo de establecer unas pautas comunes generalizadas que puedan llegar a constituir una base teórica de aplicación para aquellas empresas o instituciones que quieran comunicar la RSE construyendo y potenciando su narrativa de marca mediante medios no pagados.

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Section: Introductionunclassified

La comunicación no convencional de la RSE y los elementos de construcción de la narrativa de marca a través de dos casos de estudio

López-González

Freire-Sánchez

Vidal-Mestre

2023

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“…Furthermore, patients' perception of the knowledge and expertise of the treating physician and nurses increases his/her confidence in the medical staff, and this confidence makes it possible to create satisfaction and a favorable image in his/her mind (4). Most commercial organizations consider targeted branding as a competitive strategy and align themselves with a specific goal or a social issue (5). In this regard, it seems that health service provider centers can increase their market share and ensure their profitability by creating personal identity through brand image (6).…”

Section: Introductionmentioning

confidence: 99%

A model for health branding based on a service providers approach

Talarposhti¹,

Mahmoudi²,

Jahani³

2022

Acta fac medic Naissensis

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Introduction/Aim: A strong brand reduces costs, increases customer satisfaction with the quality of services and the effectiveness of services. Therefore, this study was conducted to present a model for health branding with a service providers' approach. Methods: This qualitative-quantitative study was conducted in 2020. The statistical population of the study was selected for the qualitative stage and included 20 academic and organizational experts using the Delphi technique and the quantitative stage included 415 service providers of the staff health centers. The validity of the questionnaire was confirmed by face, content, construct validity and its reliability was confirmed by Cronbach's alpha of 0.96. Quantitative data were presented by EQS software version 6.1 with confirmatory factor analysis and using structural equations. Results: The results of factor structure in healthcare branding based on six main themes of competitive position, brand equity, brand accessibility, brand consolidation in the minds of clients and the market, branding strategies, and consumer-brand relationship with 19 sub-themes based on the perspective of service providers (CFI = 0.9, TLI = 0.8, RMSEA = 0.08, SRMR = 0.05) had a good fit and the internal consistency of the items reached significant levels. Conclusion: To take an effective step in health branding, one can achieve competitive advantage and provide high-quality and profitable health services with the help of service providers through adopting and strengthening competitive position, equity, accessibility, brand consolidation in the minds of clients and the market, branding strategies, and consumer-brand relationship.

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“…How to improve creativity effectiveness has become a central issue in the advertising sector in continuous multimedia communication. More particularly, strategies for non-profit advertising organizations have received much attention in recent years (Mirzaei et al, 2020;Nguyen & Faulkner, 2020;Olofsson & Funke, 2020). These organizations oversee helping people in need, and each one has a mission and vision focused on a particular objective.…”

Section: Introductionmentioning

confidence: 99%

Message framing, non-conscious perception and effectiveness in non-profit advertising. Contribution by neuromarketing research

Martinez-Levy

Rossi

Cartocci

et al. 2021

Int Rev Public Nonprofit Mark

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Advertising for non-profit organizations through television commercials is a valuable means of communication to raise awareness and receive donations. When it comes to social aspects, personal attitudes such as empathy are significant for reinforcing the intention to donate; and the study of eliciting emotions has critical attention in the literature, especially some types of emotion, such as guilt which mediates empathy. Different methodologies have been used to measure consumer emotions when faced with TV ads stimuli: mainly traditional techniques such as interviews or questionnaires after the ads viewing. In the last ten years, there has also been a great interest in new neuroscience techniques applied to measure emotional and cognitive reactions by physiological signals, frame by frame. Our research has applied neuromarketing technologies during the observation of a UNHCR commercial promoting legacy calls. The objective was to study cognitive and emotional reactions in order to increase the effectiveness whilst having the possibility to verify the results by measuring the benefits in terms of calls from contributors. The purpose of this research is to empirically prove the impact in calls thanks to changes in the message framing strategy in non-profit advertising suggested and measured by neuromarketing techniques. Particularly we measured the cerebral activity through an electroencephalogram to obtain an Approach-Withdrawal Index (AW); the heart rate and galvanic skin response through different sensors in the palm of one hand, to obtain an Emotional Index (EI), and finally, eye fixations through an eye tracker device to obtain the visual attention on key visual areas of the ads. After these indicators’ recordings on a sample of subjects, some suggestions to modify the advertising were made to create a more effective campaign. The results compared, those elicited by the first version of the spot (LVE) and those by the second version (HVE), confirmed that (1) the number of sellable and legacy calls increased with the message framing strategy modified in the second spot (HVE), (2) a lower cognitive and emotional reactions have been obtained in the final section of HVE, (3) the visual attention on the key information of the phone number to call, in the final call to action frames(CTA), was higher in HVE than in the first version of the spot (LVE), (4) the cognitive approach increased during the same CTA frames in HVE.

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Exploring brand purpose dimensions for non-profit organizations

Cited by 24 publications

References 38 publications

La comunicación no convencional de la RSE y los elementos de construcción de la narrativa de marca a través de dos casos de estudio

La comunicación no convencional de la RSE y los elementos de construcción de la narrativa de marca a través de dos casos de estudio

A model for health branding based on a service providers approach

Message framing, non-conscious perception and effectiveness in non-profit advertising. Contribution by neuromarketing research

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