Nonprofit Brand Integrity

What it measures

Five unipolar items assess the degree to which a person describes a nonprofit brand or organisation as honest, reputable, reliable, and positively influential.

Response format

5-point unipolar (1=not at all, 5=extremely)

Scale items

• Honest
• Reputable
• Reliable
• Positive influence
• Committed

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Applied Aaker's (1997) five-dimensional brand personality framework to nonprofit contexts. Alphas .86 (faculty/staff) and .91 (college students). Part of a broader nonprofit brand personality battery. Items reflect the sincerity/competence dimension in a nonprofit-specific form.

Citation

Venable, B. T., Rose, G. M., Bush, V. D., & Gilbert, F. W. (2005). The role of brand personality in charitable giving: An assessment and validation. Journal of the Academy of Marketing Science, 33(1), 84–102.

Keywords