The effects of re-branding large UK charities on staff knowledge, attitudes and behaviour
✍ Scribed by Philippa Hankinson; Wendy Lomax
- Publisher
- John Wiley and Sons
- Year
- 2006
- Tongue
- English
- Weight
- 127 KB
- Volume
- 11
- Category
- Article
- ISSN
- 1465-4520
- DOI
- 10.1002/nvsm.33
No coin nor oath required. For personal study only.
✦ Synopsis
Despite the costs of charity re-branding, there is little research in the public domain of its effect on staff. This study addresses that gap in knowledge by evaluating the effects of re-branding large UK charities on staff knowledge, attitudes and behaviour.
*
A quantitative survey of 465 charity staff was carried out in 10 large UK charities. The study shows that knowledge has benefited most from re-branding although unevenly across different levels of seniority. Length of service has no effect on levels of knowledge but level of support was positively correlated.
*
The impact of re-branding on attitudes proved positive with staff at all levels feeling more motivated, involved and valued as a consequence. However, the study also demonstrates that not all staff feel engaged with the re-branding process for the organisation to capitalise fully on enhanced staff performance.
*
Behaviour was less affected by re-branding with the exception of a very positive impact on staff retention. The report discusses the practical implications for charity managers.