EXPLORING THE CRITICALITY OF BRAND EQUITY DEVELOPMENT IN SOUTH AFRICAN NON-PROFIT ORGANIZATIONS FOR EFFECTIVE STAKEHOLDER ENGAGEMENT

Abstract

Lack of stakeholder engagement is one of the biggest challenges South African NPOs currently face. Upon realising the importance of stakeholders in organisations and aiming to build long-term relationship with stakeholders, local NPOs are learning ways to engage effectively with stakeholders. The purpose of this research study was to determine if South African NPOs developing brand equity results in an effective engagement with different stakeholders or not. A qualitative study approach was adopted, while primary data was gathered using online open-ended questionnaire. Research participants were purposely chosen as per non-probability sampling guidelines. Thematic analysis was used to analyse both primary and secondary data. The interpretive paradigm prominently facilitated the analysis and the interpretation of research findings. Four themes came from findings, namely 1) brand equity; 2) stakeholder engagement; 3) benefits of a healthy brand equity for NPO; and 4) practices of improving NPO brand. Whilst it was found that stakeholders engage with local NPOs because of the quality of the service and products they provide to stakeholders and not necessarily on having brand equity. Future research could explore more ways that will help local NPOs to build long-term relationships with all stakeholders.