Brand management and persuasion strategy for recovery : the case of a non-profit organization.

Abstract

The primary motivation of this study is to explore the recovery possibilities for a non-profit organization that has undergone a publicized crisis. There is very little research that point towards this direction, although not the same can be said for the profit organization. Our group has identified this gap and therefore decided to embark on this research. The objectives of this study are to explore the donor’s opinion towards the components of Brand Management and understand the Donor’s Cognitive Process with regards to a non-profit organization, in the aftermath of a publicized crisis. The National Kidney Foundation (NKF) has been used as a case for design of this research.