Journal of International Technology and Information Management
Document Type
Article
Abstract
E-branding provides non-profit organizations (NPOs) with new opportunities to communicate their missions, which is of paramount importance in a market segment that competes for donations and voluntary labor. Since successful e-branding is determined by both internal and external communication strategies, we developed a framework which explains the interdependency of these two factors in NPOs. Our findings are based on qualitative interview data and a website analysis of eleven Austrian NPOs. The NPOs' internal and external e-communication strategies are categorized into three successive levels each and combined in a two-dimensional grid, which shows how NPOs integrate their communication strategies.
Recommended Citation
Treiblmaier, Horst; Pollach, Irene; and Floh, Arne
(2004)
"A Conceptual Framework for E-Branding Strategies in the Non-Profit Sector,"
Journal of International Technology and Information Management: Vol. 13:
Iss.
3, Article 1.
DOI: https://doi.org/10.58729/1941-6679.1192
Available at:
https://scholarworks.lib.csusb.edu/jitim/vol13/iss3/1
Included in
Business Intelligence Commons, E-Commerce Commons, Management Information Systems Commons, Management Sciences and Quantitative Methods Commons, Operational Research Commons, Technology and Innovation Commons