Revitalizing the non-profit brand personality through brand experience and brand relationship dimensions

Michael Chrissos Anestis (), Ioanna Karantza (), Costas Assimakopoulos () and Sotirios Vlachakis ()
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Michael Chrissos Anestis: International Hellenic University
Ioanna Karantza: International Hellenic University
Costas Assimakopoulos: International Hellenic University
Sotirios Vlachakis: International Hellenic University

International Review on Public and Nonprofit Marketing, 2022, vol. 19, issue 3, No 6, 555-574

Abstract: Abstract In a hidden environment, brand personality occupies a cardinal position in non-profit organisations. Thus, the non-human, inanimate entities seek ways of applying the element of anthropomorphism in their brand personality in relation to brand experience and brand relationship without diluting their essence. To achieve that, the present paper attempts to identify whether the brand personality construct is affected by brand experience (i.e., sensory, affective, behavioural, and intellectual) and brand relationship concepts of the “self” (i.e., self-concept, self-expression, and self-congruity). The data were collected using an online survey and the data analysis was conducted using the Structural Equations Modeling. The study consisted of 213 participants—families with three children—members of the “OPOTTE: Federation for Families with Three Children in Greece”. Results suggest that an activist and advocatory personality is being revealed to its members. Particularly, the study highlights that the elements of brand experience and brand relationship can affect brand personality nature.

Keywords: Brand personality; Non-profit organisations (NPOs); Anthropomorphism; Brand experience; Brand relationship (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1007/s12208-021-00314-2

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