Competition or collaboration? The effect of non-profit brand image on volunteer recruitment strategy

Randle, Melanie, Leisch, Friedrich and Dolnicar, Sara (2013) Competition or collaboration? The effect of non-profit brand image on volunteer recruitment strategy. Journal of Brand Management, 20 8: 689-704. doi:10.1057/bm.2013.9

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Author Randle, Melanie
Leisch, Friedrich
Dolnicar, Sara
Title Competition or collaboration? The effect of non-profit brand image on volunteer recruitment strategy
Journal name Journal of Brand Management   Check publisher's open access policy
ISSN 1350-231X
1479-1803
Publication date 2013-09-01
Year available 2013
Sub-type Article (original research)
DOI 10.1057/bm.2013.9
Volume 20
Issue 8
Start page 689
End page 704
Total pages 16
Place of publication Basingstoke, Hants, United Kingdom
Publisher Palgrave Macmillan
Collection year 2014
Abstract With increasing numbers of non-profit organizations and higher demand for a wider range of social services, the need for volunteers has never been greater. There is general agreement that competition within the sector is increasing, and this has led to organizations placing greater emphasis on building strong brand images to differentiate themselves from competitors. However, there are also many instances where non-profits have successfully collaborated with each other to achieve efficiencies and meet objectives. The purpose of this exploratory study is to examine, which of these approaches - competition or collaboration - is more appropriate for the challenge of volunteer recruitment. We use data from an empirical study of 1415 Australians to investigate whether, based on perceived organizational brand images, volunteering organizations compete with each other for volunteers or are seen as complimentary. Results indicate that while consideration of organizations with certain brand images - especially the Heroes image - means that donation of time to other volunteering organizations is unlikely, other organizational brand images, such as that of being a local volunteering organization or one that provides support to people experiencing difficulty are likely to be compatible, opening up valuable opportunities for collaborative marketing for the purpose of volunteer recruitment.
Keyword Image
Brand image
Nonprofit
volunteering
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Non HERDC
UQ Business School Publications
 
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Created: Wed, 26 Feb 2014, 23:29:45 EST by Sara Dolnicar on behalf of UQ Business School