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A study about brand personality of nonprofit organization in Sweden
Linnaeus University, School of Business and Economics, Department of Marketing.
2013 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

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

Place, publisher, year, edition, pages
2013. , 90 p.
National Category
Business Administration
URN: urn:nbn:se:lnu:diva-26737OAI: diva2:629979
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
2013-06-03, K1082, Vaxjo, Sweden, 05:21 (English)
Available from: 2013-06-19 Created: 2013-06-18 Last updated: 2013-06-19Bibliographically approved

Open Access in DiVA