Volunteer Brand Equity? Exploring the Adoption of Employee Brand Equity (EBE) Dimensions to Understand Volunteers’ Contributions to Build Nonprofit Organizations’ Brands

Given the importance of volunteers as key assets of formal volunteering organizations, this paper explores the adoption and adequacy of Employee Brand Equity (EBE) models to understand volunteers’ contributions to Nonprofit Organization (NPO) brand equity. Methodologically this research embraces a mixed-methods approach by combining data from exploratory interviews with experts from the NPO context and from a survey to 227 Portuguese volunteers...