MARC 主機 00000nam  2200325   4500 
001    AAI3262889 
005    20081009083512.5 
008    081009s2007    ||||||||||||||||| ||eng d 
020    9780549012788 
035    (UMI)AAI3262889 
040    UMI|cUMI 
100 1  Laidler-Kylander, Nathalie Katrina 
245 10 Brand equity in international nonprofit organizations: A 
       system dynamics approach 
300    340 p 
500    Source: Dissertation Abstracts International, Volume: 68-
       04, Section: A, page: 1563 
500    Adviser:  Bernard Simonin 
502    Thesis (Ph.D.)--Fletcher School of Law and Diplomacy 
       (Tufts University), 2007 
520    While nonprofit organizations and their brands are growing
       in importance and stature, these organizations display 
       surprisingly limited brand management activities. This is 
       partly due to the fact that no explicit brand equity 
       models exist specifically for nonprofit organizations. The
       aim of this research is to build a formal model of brand 
       equity for international nonprofit organizations engaged 
       in development, advocacy and relief work, using a 
       combination of a system dynamics approach and grounded 
       theory development 
520    Based on in-depth field work in five organizations (Care, 
       Oxfam, and World Vision, Amnesty International and the 
       IFRC), several waves of focus groups with a total of 28 
       brand managers, led to the derivation and validation of a 
       formal brand equity model. At the heart of this model are 
       four core variables (Consistency, Focus, Trust, and 
       Partnerships) and their associated causal loops, as well 
       as a computer simulation of Trust 
520    This dissertation contributes to the marketing literature 
       by advancing our understanding of brand equity in 
       nonprofits through modeling and demonstrating the 
       effective use of system dynamics in areas of marketing 
       that have traditionally not considered this methodological
       approach. Specific recommendations for international 
       nonprofit managers and future areas of related research 
       are also included 
590    School code: 0930 
590    DDC 
650  4 Business Administration, Marketing 
690    0338 
710 2  Fletcher School of Law and Diplomacy (Tufts University) 
773 0  |tDissertation Abstracts International|g68-04A 
856 40 |u