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- Title
Beyond Branding: Van Riel and Fombrun’s Corporate Communication Theory in the Human Services Sector.
- Authors
Maier, Craig T.
- Abstract
Amidst funding cuts, increasing competition, and growing demands for service, nonprofit human services organizations are increasingly recognizing the importance of marketing communication, especially branding. However, Van Riel and Fombrun’s (2007) corporate communication theory suggests that focusing too intently on branding may actually weaken these organizations over the long term. Drawing on a series of focus groups with a cohort of human services nonprofits, this study extends Van Riel and Fombrun’s theory into the nonprofit context and reveals the importance of a balanced approach to nonprofit corporate communication.
- Subjects
CORPORATE communications; INFORMATION theory; HUMAN services; NONPROFIT organizations; BRANDING (Marketing)
- Publication
Qualitative Research Reports in Communication, 2016, Vol 17, Issue 1, p27
- ISSN
1745-9435
- Publication type
Article
- DOI
10.1080/17459435.2015.1088892