Samenvatting

This dissertation investigates how an NGO like PETA (People for the Ethical Treatment of Animals) can recover its brand equity after this was damaged due to a scandal. The focus was on improving perceived service quality as this appeared to be a very important aspect of brand equity that is damaged severely after a scandal. Via three different questionnaires among citizens three marketing strategies were researched in order to see which marketing strategy resulted in the biggest improvements of PETA's brand equity. The first questionnaire focused on improving tangibles, the second on improving responsiveness and the third on enhancing competence, reliability and empathy. The third questionnaire (competence, reliability, empathy) resulted in the biggest improvement of PETA's brand equity.