Managing branding and legitimacy: A study of charity retail sector
Managing branding and legitimacy: A study of charity retail sector
Nonprofit organizations operate charity retail shops to raise the necessary funds to enable them to carry out their primary charitable purpose. This research conducts six case studies in the charity retail sector to develop the charity retail branding strategy decision pathway to link (a) “why” nonprofit senior managers choose different types of charity retail branding strategy and (b) “how” they conduct legitimation strategies accordingly to attain brand legitimacy. In the course of developing our argument, this research extends the theory of brand architecture and brand legitimacy by articulating their application in third sector retailing practice. These findings will also be useful for senior managers when making branding decisions and designing legitimation strategies to attain brand legitimacy.
629-651
Liu, Gordon
007f9930-f197-4b10-88a6-f20102249711
Eng, Teck-Yong
349165eb-272c-4a7a-93b4-e2416ed4a537
Sekhon, Yasmin K.
c3cc6379-3913-4288-820d-3e26aac12e88
August 2014
Liu, Gordon
007f9930-f197-4b10-88a6-f20102249711
Eng, Teck-Yong
349165eb-272c-4a7a-93b4-e2416ed4a537
Sekhon, Yasmin K.
c3cc6379-3913-4288-820d-3e26aac12e88
Liu, Gordon, Eng, Teck-Yong and Sekhon, Yasmin K.
(2014)
Managing branding and legitimacy: A study of charity retail sector.
Nonprofit and Voluntary Sector Quarterly, 43 (4), .
(doi:10.1177/0899764012474722).
Abstract
Nonprofit organizations operate charity retail shops to raise the necessary funds to enable them to carry out their primary charitable purpose. This research conducts six case studies in the charity retail sector to develop the charity retail branding strategy decision pathway to link (a) “why” nonprofit senior managers choose different types of charity retail branding strategy and (b) “how” they conduct legitimation strategies accordingly to attain brand legitimacy. In the course of developing our argument, this research extends the theory of brand architecture and brand legitimacy by articulating their application in third sector retailing practice. These findings will also be useful for senior managers when making branding decisions and designing legitimation strategies to attain brand legitimacy.
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e-pub ahead of print date: 24 January 2013
Published date: August 2014
Organisations:
Centre for Digital, Interactive & Data Driven Marketing
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Local EPrints ID: 391543
URI: http://eprints.soton.ac.uk/id/eprint/391543
ISSN: 0899-7640
PURE UUID: fe773552-eb0d-4602-948a-d7bb2e57aaaf
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Date deposited: 22 Apr 2016 14:23
Last modified: 14 Mar 2024 23:30
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Author:
Gordon Liu
Author:
Teck-Yong Eng
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