期刊名称：Journal of International Technology and Information Management
印刷版ISSN：1941-6679
出版年度：2004
卷号：13
期号：3
页码：1
出版社：California State University, San Bernardino
摘要：E-branding provides non-profit organizations (NPOs) with new opportunities to communicate their missions, which is of paramount importance in a market segment that competes for donations and voluntary labor. Since successful e-branding is determined by both internal and external communication strategies, we developed a framework which explains the interdependency of these two factors in NPOs. Our findings are based on qualitative interview data and a website analysis of eleven Austrian NPOs. The NPOs' internal and external e-communication strategies are categorized into three successive levels each and combined in a two-dimensional grid, which shows how NPOs integrate their communication strategies.
关键词：framework; branding; non-profit; NPO; marketing; internet
