The Use of Brand Alliances to Change Perceptions of Nonprofit and Private Organizations

Brand alliances long have been used in the private sector and are increasingly utilized by nonprofit organizations. Brand alliances are assumed to benefit both organizations, particularly the focal nonprofit organization that strategically forms the partnership. Both private and nonprofit organizations must be careful in selecting a partner. Partner public reputation was systematically varied using created organizations and a positive reputation enhanced willingness to contribute. Nonprofit organizations with a positive reputation were found to be slightly more desirable as a partner in strategic alliances when compared with private organizations.