The product-effect: a methodological innovation for evaluating visual identity and stakeholder perception in NGOs

This research note introduces the ‘product-effect’, a novel framework derived from environmental psychology, to investigate the effectiveness of branding in nongovernmental organisations (NGOs). The framework explores how various elements of corporate visual identity (CVI), such as logos and names, influence public perceptions of NGO credibility and recognition. This article applies the product-effect to NGO branding, examining how specific CVI elements shape individuals’ perceptions and attitudes towards NGOs. The article details the research design, data collection procedures and analytical methods used, providing actionable insights for NGO leaders to optimise their branding strategies and enhance organisational impact. These findings contribute to both academic understanding and practical applications in the field of non-profit marketing.