Exploring the dimensions of NGO donor-based brand equity: A literature review

Abstract

The increasing participation of nongovernmental organizations (NGOs) in addressing developmental issues has resulted in a surge of NGOs globally and, consequently, intensified the competition among them for donations. NGOs, a type of nonprofit organization (NPO), have a distinctive characteristic: promoting a particular cause, which often pertains to social and political issues in an international context. The enhanced brand equity of NGOs can result in increased donor attraction, leading to a rise in both their amount of donations and donor loyalty. Conceptualizations of NGO brand equity, however, are scarce. This study thus critically reviews the current literature on NPO brand equity and proposes some guidelines for future, distinctive donor-based brand equity models for NGOs. Our results also have important managerial implications for NGOs, highlighting relevant aspects in the brand equity building process that suggest future lines of research.