000			02100nam a22002537a 4500
003			ZW-GwMSU
005			20210510115118.0
008			210510b |||||||| |||| 00| 0 eng d
022			_a0965-254X
040			_aMSU _cMSU _erda
100	1		_aMulyanegara.Riza Casidy _eauthor
245	1	4	_aThe relationship between market orientation, brand orientation and perceived benefits in the non-profit sector: _bA customer perceived paradigm/ _cRiza Casidy Mulyanegara.
264			_aAbingdon: _bRoutledge Taylor and Francis, _c2011.
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
440			_aJournal of strategic marketing _vVolume 19, number 5 ,
520			_aThe 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.
650	4		_aMarket orientation
650	4		_aBrand orientation
650	4		_aPerceived benefits
856			_uhttps://doi.org/10.1080/0965254X.2011.565880
942			_2lcc _cJA
999			_c157087 _d157087