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International Review on Public and Nonprofit Marketing
Erschienen in: International Review on Public and Nonprofit Marketing 1/2013

01.04.2013 | Original Article

Does organizational reputation influence the willingness to donate blood?

verfasst von: Marius Mews, Silke Boenigk

Erschienen in: International Review on Public and Nonprofit Marketing | Ausgabe 1/2013

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Abstract

In Germany, blood donation organizations face a highly competitive environment when it comes to winning new donors and keeping regular donors loyal. Especially in highly competitive markets intangible assets such as organizational reputation and nonprofit brands have shown to be of great importance. This paper examines if blood donation organizations can significantly change the willingness to donate blood among potential blood donors by changing their organizational reputation. Results of an online experiment with 144 potential blood donors show that organizational reputation is easily damaged by negative news in the press and that this leads to a significantly lower willingness to donate blood for this organization among potential donors. Therefore, from a management perspective, the results show that blood donation organizations have to be extremely careful to avoid that negative news is spread and actively manage their reputation. Implications for blood donation management and suggestions for future research are made.
Vorheriger Artikel Who are we? The impacts of anthropomorphism and the humanization of nonprofits on brand personality
Nächster Artikel Scale development research in nonprofit management & marketing: a content analysis and recommendation for best practices

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Metadaten
Titel
Does organizational reputation influence the willingness to donate blood?
verfasst von
Marius Mews
Silke Boenigk
Publikationsdatum
01.04.2013
Verlag
Springer-Verlag
Erschienen in
International Review on Public and Nonprofit Marketing / Ausgabe 1/2013
Print ISSN: 1865-1984
Elektronische ISSN: 1865-1992
DOI
https://doi.org/10.1007/s12208-012-0090-4

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