Pregledni rad

Nonprofit brand strength’s moderational role

Walter Wymer

Sažetak

The nature and characteristics of the nonprofit brand strength construct are conceptualized.  Brand strength is defined as a multidimensional construct, composed by brand familiarity, brand remarkability, and brand attitude.  Brand familiarity refers to the level of knowledge the target audience has about the brand object. Brand attitude refers to the degree to which a brand object is perceived favorably by a target group. Brand remarkability refers to the degree to which a brand object is perceived by a target group to be extraordinary.  In the brand management nomological net, brand strength acts as a moderator, influencing the strength of the relationship between marketing tactics (antecedents) and marketing outcomes (consequents). Brand strength’s inter-dimensional relationships are conceptualized. A brand strength strategy grid is presented, which informs brand management strategy based on a brand’s current levels of brand familiarity and brand remarkability.

Ključne riječi

brand; brand strength; brand image; brand strategy; brand familiarity; brand remarkability

Hrčak ID:

137435

URI

https://hrcak.srce.hr/137435

Datum izdavanja:

25.3.2015.

Posjeta: 1.478 *