Nonprofit Brand Integrity

NPBIPerceived integrity and trustworthiness of a nonprofit brand or organisation

5 items 2005 α .86 Free Venable, B. T., Rose, G. M., Bush, V. D., & Gilbert, F. W.

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.

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.

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