Building a woman’s brand through serving on nonprofit boards

Julia Cronin-Gilmore, Diana Maguire, Jena Shafai Asgarpoor and Majid Nabavi
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Julia Cronin-Gilmore: Bellevue University, USA
Diana Maguire: Alfred University, One Saxon Drive, Alfred, USA
Jena Shafai Asgarpoor: University of Nebraska–Lincoln, USA
Majid Nabavi: University of Nebraska–Lincoln, USA

Journal of Brand Strategy, 2020, vol. 9, issue 3, 254-270

Abstract: This paper analyses building a woman’s brand through serving on nonprofit boards. Through quantitative analysis of an online survey, the study considered three constructs of building a brand through board membership in the nonprofit sector. First, the prevalence of token board members, in terms of members appointed for appearance of diversity as well as members who serve only due to a corporate requirement. Second, the study examined the prevalence of and motivations for recruitment of younger board members to build their brand. Third, the study questioned whether engagement of board members may correspond with physical presence at meetings.

Keywords: building a woman’s brand; women in nonprofit leadership; tokenism; younger board members; governance from afar; partially distributed boards; career advancement (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2020:v:9:i:3:p:254-270

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