Johnson, Emma ORCID: https://orcid.org/0000-0001-8990-9621 (2018) An Investigation into Rebranding Challenges Faced By Organisations: The Case of Oxfam’s 2018 Scandal’. Masters thesis, York St John University.

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Abstract

The limited research surrounding the topic of rebranding and especially rebranding models for charities is the reason as to why this study aims to explore whether existing corporate models can be applied to non-profit organisation or whether the need for a new proposed framework is more appropriate. Rebranding despite the fact it is actively happening is a very under researched topic. In light of Oxfam’s recent events, the organisation has come into question whether they can recover and essentially should they rebrand. Therefore, the study aims to investigate the effect of Oxfam’s scandal on the public’s perception, trust and the negative impact this has had on donations.

Utilising primary data collected through the mixed methods approach of quantitative questionnaires and qualitative interviews, this approach allows greater insight into people’s perceptions which can go beyond the analysis of statistical interpretation. Allowing the researcher to gain a variety of data and improve generalisability of the study. Ultimately analysing the effectiveness of the proposed rebranding framework for non-profit organisations.

The findings discovered that the existing models do not fully encompass the requirements for non-profit organisations. Therefore, all the significant findings from this study are represented on the proposed framework. Essentially, the public believe that Oxfam can recover from the scandal and subsequent cover up should a programme of rebranding be conducted, implementing the proposed framework.

Item Type:	Thesis (Masters)
Status:	Unpublished
Subjects:	A General Works > AS Academies and learned societies (General)
School/Department:	York Business School
URI:	https://ray.yorksj.ac.uk/id/eprint/14821

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