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The purpose of this paper is to explore how chief executives of 20 nonprofit organizations construe and prioritize the skills they use to perform typical leadership tasks.

The in-depth interview protocol used in the study is based on the Repertory Grid Technique, which elicits assumptions, beliefs, and values of respondents without imposing the researchers’ implicit frame of reference.

The interviews generated 285 skill constructs. Respondents in this study report that they utilize a mix of technical, interpersonal, and conceptual skills. Interpersonal skills, especially communication and trust building, appear to be particularly prevalent among the many skills used by executives to perform their leadership tasks.

Because this is an exploratory study, its findings cannot yet be generalized to other contexts. Therefore, the paper concludes with some propositions for further research.

The study may have implications for the design of curricula to prepare people to assume leadership positions in nonprofit organizations.

This study uses a distinctive methodology to elicit from nonprofit leaders their assumptions and beliefs about the skills they use to perform leadership tasks. In this respect, the findings are grounded in the frames of reference of the subjects, not those of the researchers.

The purpose of this paper is to examine how users on social media view brands with a heritage. Consumers commonly post opinions and accounts of their experiences with brands on social media. Such consumer-generated content may or may not overlap with content desired by brand managers. Drawing from “The medium is the message” paradigm, this study text-mines user narratives on Twitter1 to shed light on the role of social media in shaping public images of brands with heritage through the lens of the stereotype content model.

The study uses a data set of almost 80,000 unique tweets on 12 brands across six categories, compares brands high versus low in heritage and combines dictionary-based content analysis with sentiment analysis.

The results indicate that both user-generated content and sentiment are significantly more positive for brands low rather than high in heritage. Regarding warmth, consumers use significantly more positive words on sociability and fewer negative words on morality for brands low rather than high in heritage. Regarding competence, tweets include more positive words on assertiveness and ability for low-heritage brands. Finally, overall sentiment is more positive for brands low rather than high in heritage.

Important from co-creation and integrated marketing communication perspectives, the findings provide brand managers with actionable insights on how to more effectively use social media.

To the best of the authors’ knowledge, this research is among the first to examine user-generated content in a brand heritage context. It demonstrates that heritage brands, with their longevity and strong links to the past, need to be aware of how contemporary social media can detract from their image.