The purpose of this study was to examine the relationship between nonprofit brand orientation and member satisfaction in the faith-based nonprofit sector. Data were collected from senior pastors of Christian churches in America using a survey questionnaire. Multiple regression was used to test the hypotheses. The findings of the study reveal that the brand interaction dimension of nonprofit brand orientation has a statistically significant influence on member satisfaction. This study contributes to the body of literature in brand management in the nonprofit sector, as well as to the research context by providing empirical support for the link between nonprofit brand orientation and member satisfaction in the faith-based nonprofit sector.
|Advisor:||Glenn, James, Klinefelter, Grace|
|School:||Argosy University/Washington DC|
|School Location:||United States -- District of Columbia|
|Source:||DAI-A 82/6(E), Dissertation Abstracts International|
|Subjects:||Marketing, Religion, Organizational behavior|
|Keywords:||Brand Orientation, Branding, Church Marketing, Nonprofit, Nonprofit Brand Orientation, Satisfaction|
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