The Influence of Brand Orientation Dimensions on Organizational Performance of Non-Profit Organizations in Albania

Abstract

The not-for-profit sector has become crucial over these decades. These may be because of their importance, role, or impact they have on our society. Changes in the environment in which these organizations operate and increased competition have made them more difficult to secure funding to support their mission. This has forced them to think of ways or strategies to be more interesting and attractive to stakeholders. The application of some principles of for-profit organizations to not for-profit ones, such as marketing orientation and specifically brand orientation is essential. The purpose of this paper is to assess whether the not-for-profit organizations that operate in Albania are brand-oriented and whether this influence their performance. To conduct this research, an extensive review of literature on marketing, brand, and brand orientation in the not-for-profit sector was carried out. After that, it has become possible to build a conceptual model based on the elements of brand orientation suggested by Hankison (2001), Ewing and Napoli (2005), Daw and Carol (2001), and performance measures in the nonprofit organizations suggested by Napoli (2005). Based on the elements of brand orientation suggested by Hankison (2001), Ewing and Napoli (2005), Daw and Carol (2001), and performance measures in nonprofit organizations suggested by Napoli (2005), a conceptual model was developed. Four dimensions were identified: "Brand Culture", "Brand Trust", "Internal and External Brand Communication", and "Brand Management". Performance in these non-profit organizations was measured based on two elements suggested by Napoli (2005): the ability to achieve objectives and to assist stakeholders better than competitors. The data indicates that not for profit organizations operating in Albania are brand-oriented, and this is an added value for them.