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Managing Branding and Legitimacy: A Study of Charity Retail Sector

Liu, Gordon; Eng, Teck-Yong and Sekhon, Yasmin Kaur (2014). Managing Branding and Legitimacy: A Study of Charity Retail Sector. Nonprofit and Voluntary Sector Quarterly, 43(4) pp. 629–651.

DOI (Digital Object Identifier) Link: https://doi.org/10.1177/0899764012474722
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Abstract

Nonprofit organizations operate charity retail shops to raise the necessary funds to enable them to carry out their primary charitable purpose. This research conducts six case studies in the charity retail sector to develop the charity retail branding strategy decision pathway to link (a) “why” nonprofit senior managers choose different types of charity retail branding strategy and (b) “how” they conduct legitimation strategies accordingly to attain brand legitimacy. In the course of developing our argument, this research extends the theory of brand architecture and brand legitimacy by articulating their application in third sector retailing practice. These findings will also be useful for senior managers when making branding decisions and designing legitimation strategies to attain brand legitimacy.

Item Type: Journal Item
Copyright Holders: 2013 The Authors
ISSN: 1552-7395
Keywords: retail marketing; charity retailing; legitimacy theory; brand legitimacy; branding strategy
Academic Unit/School: Faculty of Business and Law (FBL) > Business > Department for Strategy and Marketing
Faculty of Business and Law (FBL) > Business
Faculty of Business and Law (FBL)
Item ID: 51104
Depositing User: Gordon Liu
Date Deposited: 26 Sep 2017 14:02
Last Modified: 07 Dec 2018 10:56
URI: http://oro.open.ac.uk/id/eprint/51104
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