Conceptualizing brand orientation in non-profit contexts: A new perspective

Authors

  • Kanok Amornpatipat Faculty of Communication Arts, Chulalongkorn University, Pathum Wan, Bangkok 10330, Thailand
  • Saravudh Anantachart Faculty of Communication Arts, Chulalongkorn University, Pathum Wan, Bangkok 10330, Thailand

Keywords:

brand orientation, corporate brand, corporate communication, non-profit sector, public sector

Abstract

The comprehensive understanding and application of brand orientation, an aspect of organizational culture, seems to have limited practical relevance in the non-profit context. This paper investigated the definition of brand orientation by Thai scholars and practitioners in government, non-profit, and public sectors. Interview data underwent qualitative thematic analysis, delivering the proposed definition: non-profit brand orientation is an assigning importance to and acknowledges non-profit organizations as brands with aligned missions, visions, and values. It also serves reciprocally among all employees and is communicated through brand identity, seeking to communicate a brand’s stance and values, both internally and externally, for members, customers, and other stakeholders. This definition can guide scholars and practitioners on corporate-style branding practices and strategies for non-profit organizations.

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Published

12-10-2022

How to Cite

Amornpatipat, K. ., & Anantachart, S. . (2022). Conceptualizing brand orientation in non-profit contexts: A new perspective. Kasetsart Journal of Social Sciences, 43(4), 969–974. Retrieved from https://so04.tci-thaijo.org/index.php/kjss/article/view/261665

Issue

Section

Research articles