The role of nonprofit brand orientation in the context of an emerging country

: Sepulcri, Lara Mendes Christ Bonella; Wagner Mainardes, Emerson

Publisher: Springer Nature

: 2025

: Journal of Marketing Analytics

: 2050-3318

: 2050-3326

DOI: https://doi.org/10.1057/s41270-025-00378-7(external)

: https://doi.org/10.1057/s41270-025-00378-7(external)

Given the importance of nonprofit organizations (NPOs) in emerging countries, this study used measures developed to these markets to analyze the relationship that market factors have on nonprofit brand orientation (NBO), and the relationship this strategy has on fundraising and staff relationships. Also, the paper analyzes the moderating effect of barriers that can reduce the effect of these connections. Based on quantitative research (n = 329), we found that NPOs’ external pressures are important to brand development and that NBO positively influenced fundraising and staff relationships. Moreover, we showed that the barriers did not affect these relations. These results show how NPOs’ brands can be developed in emerging countries, effectively contributing to NPOs’ marketing strategies.

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This research was supported by Brazilian National Council for Scientific and Technological Development (CNPq/Brazil), project 307202/2021-6, by Foundation for Research Support of Espírito Santo (FAPES/Brazil), projects 2022-687ZR (644/2022), 2022-31G9Q (1010/2022), 2024-6GHS8 (335/2024), 2024-C29RR (392/2024), and 30007011003P2 (02/2018), by Coordination for the Improvement of Higher Education Personnel (CAPES/Brazil), project 88881.361587 (2019/01), and by Portuguese Science Foundation (FCT/Portugal) through NECE (Núcleo de Estudos em Ciências Empresariais), project UID/GES/04630/2020 and DOI: 10.54499/UIDP/04630/2020.