A Conceptual Framework for E Branding Strategies in the Non-Profit Sector

Horst Treiblmaier, Irene Pollach, Arne Floh, Marcin Kotlowski

Research output: Contribution to journalArticlepeer-review

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' internal and external e communication strategies are categorized into three successive levels each and combined in a two-dimensional grid, which shows how NPOs integrate their communication strategies.
Original languageEnglish
Pages (from-to)143-156
JournalJournal of International Technology and Information Management
Volume13
Issue number3
Publication statusPublished - Jun 2004

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