A study about brand personality of nonprofit organization in Sweden

• Main Author: Nguyen, Tram
• Format: Others
• Language: English
• Published: Linnéuniversitetet, Institutionen för marknadsföring (MF) 2013
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-26737

This paper is about brand personality of nonprofit organization in Sweden. The study is framed on an existing model of brand personality. This model is later tested in Swedish nonprofit context. The selected methods are in depth interviews and survey. The interviews are conducted to get a deeper understanding about how a nonprofit organization is perceived as a person in Sweden. The collected data is then compared to the original model. Based on the mismatches, the model is modified to more sufficiently describe for Swedish nonprofit brand personality. Finally, the new model which includes seven dimensions (37 items) is tested in a survey. The survey result is analyzed on statistical software- SPSS by using frequency analysis, reliability analysis and correlation analysis. Overall, the result demonstrates a high level of descriptiveness for the new model, except the dimension of ruggedness. Besides, the cultural difference between countries and its effect on nonprofit brand personality is reflected