Kimberly Walker |
SCHOOL: The University of Mississippi
MAJOR: Marketing MENTOR: Dr. Faye Gilbert EXPECTED GRADUATION DATE: May 2001
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ABSTRACT
Personality of Non-Profit Organizations: An Exploratory Investigation
| The purpose of this research is to explore the issue of personality and the image of non-profit organizations. Specifically, results from studies of brand personalities are used in a first attempt to apply the concept to non-profit groups. The convenience sample is used to provide a pre-test of the concept. These initial results show that segments vary in their methods of contributing to non-profits (time, money, in-kind service) and that perceptions of personality attributes vary by the type of non-profit (March of Dimes, PBS, Nature Conservancy, and the University of Mississippi). |