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As staff are vital to successful re‐branding, particularly in the charity sector where restricted budgets limit reliance on external marketing, it is important to understand the impact of re‐branding on staff. This study aims to examine the effect of time on staff knowledge, attitudes and behaviour and, in addition, the interaction of time with seniority, tenure and level of support for re‐branding.

The paper first explores the literature from both the for‐profit and non‐profit sectors. A quantitative study was undertaken in nine leading, UK charities that had re‐branded two, three and four years ago; n=345. The data were analysed using one‐way and two‐way ANOVAs.

A negative relationship was found between time since re‐branding and the three constructs of knowledge, attitudes and behaviour. But this consistency was not mirrored by a consistency in the impact of interaction effects.

Re‐branding is not a one‐off event. To sustain its benefits, organizations need to re‐visit its outcomes on a regular basis to ensure staff retain new knowledge, remain positively motivated and maintain their recently adapted behaviours over time.

Thought to be the first empirical paper to explore the effects of re‐branding over time. Furthermore, the findings contradict those from the extant literature that claim that organizational change requires a “settling in” period. By contrast these findings suggest that the positive effects of re‐branding are best felt in the immediate wake of re‐branding and thereafter fade over time.

Examines the concept of brand orientation in the charity sector against a background of mounting criticism that charities are under‐using their brands and not managing them properly. From the academic literature and a series of depth interviews, four key components of brand orientation were identified which were operationalised into a series of item statements and tested on charity managers in the Top 500 UK charities. From an exploratory factor analysis of the data, it seems that brand orientation may comprise one “general factor” of brand orientation incorporating “brand understanding”, “brand communication” and more substantially, “the strategic use of brands” and six further factors, three of which comprise different managerial responsibilities. All but one of these factors correlated satisfactorily with secondary indicators of brand orientation. The paper discusses the results and examines the implications for charities.

Contains the results of a quantitative research study which compared the organisational structures of the World’s Top 100 brand companies with those of less successful companies, referred to in this article as Outsider brand companies. Identifies that whilst the type of organisational structure may not be seen as a determinant of brand success, perceptions of whether the organisational structure was right for them, were. In other words, managers of brands need to feel that the organisational structure allows them to manage in the way they consider necessary to deliver brand success. In some instances this might mean an authoritarian style of management through a hierarchical organisational structure and in others, it might mean a more democratic style of management through relatively flat organisational structures. The results are discussed in the context of brand management theory and practice and the postmodern paradigm shift regarding organisational structure.

The internal brand refers to the employee perspective of a brand. It is an area of focus that has received scant attention from both academics and practitioners, particularly in the charity sector. This study, by contrast, seeks to redress this imbalance by exploring senior management views of the internal brand in some of the UK's leading charities, those whose level of voluntary income makes them one of the 100 highest “earners” in the UK. Compared with classical, product‐led definitions, the internal brand proved more complex, comprising four fundamental components: the functional, symbolic, behavioural, and experiential. The study demonstrated several uses for the internal brand including unifying the workforce around a common purpose, acting as a catalyst for change and contributing to the professionalisation of the charity sector. “Managing by brand” was thought to imply a brand‐centric focus that allowed senior managers to manage beyond the legal and organisational requirements of the job. It was noted that the internal brand should work in tandem with the external brand, an ideal referred to as “joined‐up“ branding or the management of consistency across all points of interaction.

The first objective of this study is to analyze whether financial behavior (FB), financial stress (FS), financial literacy (FINLIT) and the locus of control (LOC) influence subjective financial well-being (SFWB) among low-income households in Malaysia. The second objective is to investigate whether the use of digital financial services (DFS) moderates the influence of FB and FS, on SFWB.

Motivated by the literature on transformative service research (TRS), this study examines how the use of DFS impact SFWB among low-income households in Malaysia. Low-income households are chosen as they are more likely to be financially excluded and lack financial knowledge and skills. Using an interviewer-administered survey, trained enumerators collected data from 1,948 low-income households in Malaysia, selected using a two-stage sampling based on the National Household Sampling Frame obtained from the Department of Statistics Malaysia.

Results reveal that SFWB is positively influenced by FB and the LOC, and is negatively impacted by FS and FINLIT. The evidence shows that the use of DFS counterintuitively weakened the strength of the relationship between FB and SFWB, but effectively reduced the adverse effect of FS on SFWB.

To reverse the signs of relationship, financial services marketers need to identify the specific types of DFS that low-income households use in order to provide targeted marketing efforts and financial education to promote the use of DFS on a more holistic basis to increase financial well-being.

The findings of this study add to the body of knowledge deliberating on the opposing effects of technology on consumers' welfare and well-being. This study focuses on the lower-income stratum of Malaysian households as this group of the population is more likely to be financially excluded and have deficiencies in financial knowledge and skills. Findings of this study show that DFS use can actually diminish the positive impact of FB on SFWB while reducing the adverse effect of FS on SFWB.