TY - JOUR
T1 - A Conceptual Framework for E Branding Strategies in the Non-Profit Sector
AU - Treiblmaier, Horst
AU - Pollach, Irene
AU - Floh, Arne
AU - Kotlowski, Marcin
PY - 2004/6
Y1 - 2004/6
N2 - 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.
AB - 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.
UR - https://scholarworks.lib.csusb.edu/jiim/vol13/iss3/1
M3 - Article
VL - 13
SP - 143
EP - 156
JO - Journal of International Technology and Information Management
JF - Journal of International Technology and Information Management
IS - 3
ER -