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A Conceptual Framework for E-Branding Strategies in the Non-Profit Sector
| Content Provider | Paperity |
|---|---|
| Author | Treiblmaier, Horst Floh, Arne Pollach, Irene |
| Abstract | E-branding provides non-profit organizations (NPOs) with new opportunities to communicate their missions, which is of paramount importance in a market segment that competes for donations and voluntary labor. Since successful e-branding is determined by both internal and external communication strategies, we developed a framework which explains the interdependency of these two factors in NPOs. Our findings are based on qualitative interview data and a website analysis of eleven Austrian NPOs. The NPOs |
| Starting Page | 1 |
| File Format | HTM / HTML |
| ISSN | 19416679 |
| Issue Number | 3 |
| Journal | Journal of International Technology and Information Management |
| Volume Number | 13 |
| Language | English |
| Publisher | California State University, San Bernardino |
| Access Restriction | Open |
| Subject Keyword | non-profit branding marketing internet npo Framework |
| Content Type | Text |
| Resource Type | Article |
