Journal of

Marketing Development and Competitiveness

Scholar Gateway

Abstracts prior to volume 5(1) have been archived!

Issue 5(1), October 2010 -- Paper Abstracts

Girard  (p. 9-22)

Cooper (p. 23-32)

Kunz-Osborne (p. 33-41)

Coulmas-Law (p.42-46)

Stasio (p. 47-56)

Albert-Valette-Florence (p.57-63)

Zhang-Rauch (p. 64-70)

Alam-Yasin (p. 71-78)

Mattare-Monahan-Shah (p. 79-94)

Nonis-Hudson-Hunt (p. 95-106)

JOURNAL OF APPLIED BUSINESS AND ECONOMICS

The Use of Brand Alliances to Change Perceptions

of Nonprofit and Private Organizations

Author(s): Nathan Heller, Kees Reitsema

Citation: Nathan Heller, Kees Reitsema, (2010) "The Use of Brand Alliances to Change Perceptions

of Nonprofit and Private Organizations," Journal of Applied Business and Economics, Vol. 11, Iss. 4, pp.128 - 140

Article Type: Research paper

Publisher: North American Business Press

Abstract:

Brand alliances long have been used in the private sector and are increasingly utilized by nonprofit

organizations. Brand alliances are assumed to benefit both organizations, particularly the focal nonprofit

organization that strategically forms the partnership. Both private and nonprofit organizations must be

careful in selecting a partner. Partner public reputation was systematically varied using created

organizations and a positive reputation enhanced willingness to contribute. Nonprofit organizations with

a positive reputation were found to be slightly more desirable as a partner in strategic alliances when

compared with private organizations.