Rios Romero, Maria Jesus; Abril Barrie, Carmen; … - In: European journal of management and business economics : … 32 (2023) 4, pp. 452-468
donations. A stronger NGO brand equity will make donors more attracted to an organization, compelling them to increase both … organizations (NPOs) that demand higher moral capital. The suggested framework considers the donor's perspective of NGO brand equity … equity models. Design/methodology/approach Based on the analysis of the literature, the authors propose an NGO donor …