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Conceptualizing brand values in the charity sector: the relationship between sector, cause and organization

โœ Scribed by Sargeant, A.; Hudson, J.; West, D. C.

Book ID
121444569
Publisher
Frank Cass & Co. Ltd
Year
2008
Tongue
English
Weight
419 KB
Volume
28
Category
Article
ISSN
0264-2069

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## Abstract Some charity organisations are turning to charity brand status, not only in terms of a name and logo but more importantly in terms of communicating value and meaning to their stakeholders. Brand orientation is described in this paper as the extent to which charity organisations regard t