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The Applicability of the Branding Theory to Giving in Charity Mergers


Marketed By :  VDM Verlag Dr. Müller   Sold By :  Kamal Books International  
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  • Product Description

Like in the commercial sector, the non-profit sector is increasingly pressured for efficiency. To meet the needs of beneficiaries of the causes they serve, some charities are merging as a way of gaining economies of scale and improve their brand image, and thus better or extend their stewardship to the causes. In so doing, these charities expect to further enhance their brand identity, and thus bring in even more donors. The present work discusses the role of branding in attracting new donors to a merged charity. The aim of the research is to assess donors'' perception of this major British cancer care charity''s (CLIC Sargent) brand name after merger. The study also seeks to analyse the charity''s donors'' propensity to increasing or decreasing their donations to the charity, following the merger.

Product Specifications
SKU :COC70403
AuthorVincent-B Kakuru Luhunde
Number of Pages100
Publishing Year2011-01-18T00:00:00.000
Edition1 st
Book TypeBusiness & management
Country of ManufactureIndia
Product BrandVDM Verlag Dr. Müller
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-07-08 00:00:00
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