Social and Behavioral Sciences Commons^™

When For-Profit Companies Evaluate Potential Nonprofit Partners Focused On Youth Development, What Is The Role Of Symbolic Brand Association In That Evaluation?, Eric Fischer

Master's Projects and Capstones

Literature suggests that, “symbolic associations refer to the abstract cognitions that translate the values of the organization, personality traits associated with the brand and even emotions” (Michaelidou, Micevski, & Cadogan, 2015, p. 1658). Here, in order to measure the value of clear and powerful symbolic brand associations for nonprofits as they seek corporate support, commercial managers evaluated the symbolic brand associations of five nonprofit organizations devoted to youth development through sport. This type of commercial-nonprofit linkage warranted analysis due to the association benefits offered by both sport and youth. Professionals in this sector, standard literature from both commercial and nonprofit …