Does non-profit brand image mean the same across cultures? An exploratory evaluation of non-profit brand image in three countries

Purpose The current challenges international charities face with regards to their deteriorating image, as a result of recent scandals (e.g. Oxfam, Save the Children), provide the impetus for this exploratory research, where the purpose of this paper is to examine the conceptualization and dimensionality of non-profit brand image across national cultures. Design/methodology/approach The study employs a quantitative research design, using...