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• W1541936263 abstract "E-branding provides non-profit organizations (NPOs) with new opportunities to communicate their missions and to build trust among their stakeholder groups, which is of paramount importance in a market segment that competes for donations and voluntary labour. Assuming that successful e-branding is determined by both internal and external communication strategies, we sought to develop a framework which explains the interdependency of these two factors in NPOs. Our findings are based on a study conducted among seven Austrian NPOs. Based on interview data and a qualitative analysis of their Web sites, we categorized the NPOs’ internal and external e-communication strategies into three successive levels each and combined them in a two-dimensional grid. The grid suggested that strong internal communication is the prerequisite for strong external communication and consequently for successful e-branding. This implies that internal communication should be the starting point for enhancing e-branding in NPOs. In view of the financial constraints in the nonprofit sector, we concluded that the optimal e-branding strategy for NPOs should both tie in with their missions and aim for a healthy balance between available inputs and attainable outputs." @default.
• W1541936263 created "2016-06-24" @default.
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• W1541936263 date "2003-01-01" @default.
• W1541936263 modified "2023-09-26" @default.
• W1541936263 title "E-Branding Strategies of Non-Profit Organizations" @default.
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• W1541936263 hasPublicationYear "2003" @default.
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