The purpose of this research is to find the extended impact and interaction of entrepreneurial orientation (EO) as a moderator variable on the relationships between brand strategy (specifically brand orientation, brand identity and brand distinctiveness) and brand performance. Retroactively, the...

xi, 47 p. A print copy of this thesis is available through the UO Libraries. Search the library catalog for the location and call number.

162 p. Examining committee chair: Dr. Renee Irvin

Das Thema „Fundraising im Internet“ wird in der vorliegenden Dissertation unter drei Gesichtspunkten betrachtet: 1. Potentiale des Internets für das Fundraising, 2. Inhalte auf den Websites von Nonprofit-Organisationen sowie 3. Wünsche der Internet-Spender. Zunächst werden auf einer...

The purpose of this study is to determine factors of the intention to participate in crowdfunding activities in Jakarta area. The population in this study are general consumers in Jakarta. The sample in this study are 239 respondents with the characteristics of those who had participated/not in...

This study focuses on the 42 traits of brand personality (Aaker 1997) of nine drink brands spanning across three drink segments - fizzy drink, mineral water and energy drink, and measure the congruity of the brands' personalities (five dimension) to the consumer (drinker) of those brands. Based...

INTRODUCTION. This chapter considers what we know, and what we might like to know about corporate philanthropy and community engagement. It does so particularly through a nonprofit marketing lens, that is, from the perspective of the nonprofit organization seeking mission revenue and resources...

A recognized brand name that provides a competitive advantage is considered one of a firm’s most valuable assets. Many firms have benefitted from their well-established brand name by adopting the strategy of brand extension (Aaker and Keller, 1990). Many academic studies have examined the...

This dissertation examines the development of guerrilla marketing strategies and techniques. At the dawn of the 21st century, as the traditional advertising model evolves thanks to changes in technology, markets, commercial clutter, and audience cynicism, marketers are increasingly exploring new...