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Accessing a not for profit organizational brand from the volunteers perspectives- the case of refood
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Resumo(s)
This exploratory qualitative research developed through in-depth interviews with a not for profit organization (Refood) volunteers in order to determine its volunteers’ perception about the organization's brand and whether that perception impacts on volunteer relationship with Refood.
Results showed that Refood is perceived to have strong brand elements and it is defined not only by its cause (end food wastage and feed the needed) but also by its volunteers' performance. Since volunteers’ commitment depends on many factors, it may cause some difficulties on their relationship with the organizational brand.
The research suggests recommendations to brand managers on how to make the brand more meaningful to their current volunteers.
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Volunteer Refood Branding Not for profit