Not All Sponsors Are Created Equal

EXTENDED ABSTRACT - As the nonprofit sector becomes increasingly competitive, it is critical for nonprofit organizations to become more brand centered and clearly differentiate themselves. Although an abundance of empirical work focuses on developing strategies for creating strong brands and demonstrates the concrete benefits of doing so (Aaker 1991; Keller 2000; Keller 1993), most of this work implicitly addresses the for-profit sector. There is very little empirical work that addresses strategies for nonprofit organizations.


Karen L. Becker-Olsen and Carolyn J. Simmons (2005) ,"Not All Sponsors Are Created Equal", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 90-90.


Karen L. Becker-Olsen, Lehigh University
Carolyn J. Simmons, Virginia Tech


NA - Advances in Consumer Research Volume 32 | 2005

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