TY  - BOOK
AU  - MulyanegaraRiza Casidy
TI  - The relationship between market orientation, brand orientation and perceived benefits in the non-profit sector: A customer perceived paradigm
SN  - 0965-254X
PY  - 2011///
CY  - Abingdon
PB  - Routledge Taylor and Francis
KW  - Market orientation
KW  - Brand orientation
KW  - Perceived benefits
N2  - The purpose of this paper is to examine the relationship between ‘market orientation’, ‘brand orientation’ and ‘perceived benefits’ in the non-profit sector from the perspective of the customers. Data were collected from a number of church organizations in Australia using a self-administered questionnaire. The tests for construct reliability, validity and research hypotheses were conducted using structural equation modelling. Findings reveal that ‘market orientation’ is significantly associated with both ‘perceived brand orientation’ and ‘perceived benefits’. An alternative model also reveals significant relationship between ‘brand orientation’ and ‘perceived benefits’ through ‘market orientation’ as the mediating variable. The study contributes to the body of literature and provides practical implications for non-profit managers and church leaders alike. An organization that endeavours to build a strong brand and deliver relevant benefits to its members should ensure that it has sufficient understanding of its members and utilizes the various resources of the organization to deliver superior values to its existing and prospective members
UR  - https://doi.org/10.1080/0965254X.2011.565880
ER  -