Rethinking non-profit brands through a volunteer lens : time for B2V
Year of publication: |
2021
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Authors: | Mitchell, Sarah-Louise ; Clark, Moira |
Published in: |
Journal of marketing management : JMM ; journal of the Academy of Marketing. - Abingdon [u.a.] : Routledge, Taylor & Francis Group, ISSN 1472-1376, ZDB-ID 2067949-X. - Vol. 37.2021, 5/6, p. 464-487
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Subject: | brand equity | decision-making | interviewing | marketing management | Not-for-profit marketing | volunteer | Nonprofit-Organisation | Nonprofit organization | Ehrenamtliche Arbeit | Voluntary work | Markenführung | Brand management | Markenimage | Brand image | Nonprofit-Marketing | Nonprofit marketing | Marketingmanagement | Marketing management |
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