Exploring charity brand relationships in a healthcare context.

Abstract

The brand relationship paradigm (Heding et al. 2009) has been applied extensively in the commercial consumer-brand context (Breazale and Fournier 2012) but there has been scant attention to the study of corporate brand relationships (Abratt and Kleyn 2010) and more specifically in the charity domain where there has been a growing interest in charity branding during recent years. Therefore, this study consisted of exploring brand relationships within a particular charity context in the UK whereby the host organisation was a national healthcare charity providing different types of services to people living with arthritis. The conceptual framework guiding this study was drawn from both corporate branding and brand relationship theory with a view to apply new approaches to the study of the charity brand. Due to the exploratory nature of this investigation, an inductive research methodology was adopted where data collection involved qualitative interviews with twenty-two participants including three extensive biographical interviews. Findings suggest the importance for charities to better understand the salient aspects of their corporate brand that effect brand-beneficiary relationships. Six aspects have been identified from the perspectives of beneficiaries and were labelled as follows: brand clarity, brand personality, brand communication, brand presence, brand experience, and brand ethics. Morever, brand relationship were investigated from an interpersonal relationship metaphor perspective (Hinde 1997, Fournier 1998, Saledin 2012) resulting in the identification of four brand relationship roles (Mentor, Befriender, Entertainer, Enabler) and one desired brand relationship role (Medical Expert) from the perspectives of beneficiaries. This study therefore contributes to academic knowledge by providing new insights and perspectives on brand relationships between a healthcare charity brand and its beneficiaries. In addition, practical managerial recommendations are suggested to assist the host charity in its branding efforts.