NFP Brand Equity and Millennials

Abstract

This study offers a theoretical discussion of three converging phenomena: 1) growth in the non-profit sector, 2) aging of the millennial generation, and 3) relevance of the brand equity concept for NFPs. Nonprofit companies are substantially sustained by contributions from private citizens. As the non-profit sector grows, so does competition for these resources and they will be increasingly sourced from Millennials. Research has shown that brand equity equates to consumer brand preference in for-profit companies, but how it impacts not-for-profit (NFP) entities is a more recent conversation. Antecedent dimensions of import to brand equity can be expected to evolve.