Brand Image and Awareness in the Third Sector and their Influence on the Intention to Donate
Autor(a) principal: | |
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Data de Publicação: | 2015 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng por |
Título da fonte: | BBR. Brazilian Business Review (English edition. Online) |
Texto Completo: | http://www.bbronline.com.br/index.php/bbr/article/view/160 |
Resumo: | The creation of a brand has been identified as a differentiating factor for non-governmental organizations (NGOs) when it comes to competing for private and public funding, as well as when trying to recruit volunteers. Thus, our purpose is to check whether the brand image that individuals associate with a specific NGO influences both fund raising and the recruitment of volunteers, using a questionnaire applied to a sample of 654 individuals. The results obtained show that usefulness and affect contribute to the intention to give financial aid to NGOs. When it comes to donating time, only efficiency is found to be a significant factor in the variability of that intention. In the case of the influence of brand awareness, we concluded that familiarity with the NGO contributes positively to the intention to donate. |
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BBR. Brazilian Business Review (English edition. Online) |
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Brand Image and Awareness in the Third Sector and their Influence on the Intention to DonateA Imagem e a Consciência da Marca no Terceiro Setor e sua Influência sobre a Intenção de DoarNGOBrandingBrand imageBrand awarenessThird sectorONGBrandingImagem da marcaConsciência da marcaTerceiro setorThe creation of a brand has been identified as a differentiating factor for non-governmental organizations (NGOs) when it comes to competing for private and public funding, as well as when trying to recruit volunteers. Thus, our purpose is to check whether the brand image that individuals associate with a specific NGO influences both fund raising and the recruitment of volunteers, using a questionnaire applied to a sample of 654 individuals. The results obtained show that usefulness and affect contribute to the intention to give financial aid to NGOs. When it comes to donating time, only efficiency is found to be a significant factor in the variability of that intention. In the case of the influence of brand awareness, we concluded that familiarity with the NGO contributes positively to the intention to donate.A criação da uma marca tem sido identificada como um fator determinante para Organizações Não Governamentais (ONGs) quando se trata de competir por financiamento público (estatal) ou privado, assim como na tentativa de recrutar voluntários. Assim, nossa proposta é verificar se a imagem da marca que cada indivíduo associa a uma ONG específica influencia quer na angariação de fundos quer no recrutamento de voluntários, usando um questionário aplicado a uma amostra de 654 indivíduos. Os resultados obtidos mostram que utilidade e afeto contribuem ambos na intenção de ajudar financeiramente às ONGs. Quando se trata de doar tempo, somente eficiência foi achada como um fator significante na variabilidade desta intenção. No caso da influência da consciência da marca, conclui-se que a familiaridade com a ONG contribui positivamente para a intenção de doar. FUCAPE Business Shool2015-09-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleArtigo revisado pelos paresapplication/pdfapplication/pdfhttp://www.bbronline.com.br/index.php/bbr/article/view/16010.15728/bbr.2015.12.5.6Brazilian Business Review; Vol. 12 No. 5 (2015): September to October 2015; 97-117Brazilian Business Review; v. 12 n. 5 (2015): Setembro a Outubro de 2015; 97-1171808-23861807-734Xreponame:BBR. Brazilian Business Review (English edition. Online)instname:Fucape Business School (FBS)instacron:FBSengporhttp://www.bbronline.com.br/index.php/bbr/article/view/160/243http://www.bbronline.com.br/index.php/bbr/article/view/160/244Paço, Arminda doRodrigues, LuísRodrigues, Ricardo Gouveiainfo:eu-repo/semantics/openAccess2018-10-31T19:07:16Zoai:ojs.pkp.sfu.ca:article/160Revistahttps://www.bbronline.com.br/index.php/bbr/indexONGhttp://www.bbronline.com.br/index.php/bbr/oai|| bbronline@bbronline.com.br1808-23861808-2386opendoar:2018-10-31T19:07:16BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS)false |
dc.title.none.fl_str_mv |
Brand Image and Awareness in the Third Sector and their Influence on the Intention to Donate A Imagem e a Consciência da Marca no Terceiro Setor e sua Influência sobre a Intenção de Doar |
title |
Brand Image and Awareness in the Third Sector and their Influence on the Intention to Donate |
spellingShingle |
Brand Image and Awareness in the Third Sector and their Influence on the Intention to Donate Paço, Arminda do NGO Branding Brand image Brand awareness Third sector ONG Branding Imagem da marca Consciência da marca Terceiro setor |
title_short |
Brand Image and Awareness in the Third Sector and their Influence on the Intention to Donate |
title_full |
Brand Image and Awareness in the Third Sector and their Influence on the Intention to Donate |
title_fullStr |
Brand Image and Awareness in the Third Sector and their Influence on the Intention to Donate |
title_full_unstemmed |
Brand Image and Awareness in the Third Sector and their Influence on the Intention to Donate |
title_sort |
Brand Image and Awareness in the Third Sector and their Influence on the Intention to Donate |
author |
Paço, Arminda do |
author_facet |
Paço, Arminda do Rodrigues, Luís Rodrigues, Ricardo Gouveia |
author_role |
author |
author2 |
Rodrigues, Luís Rodrigues, Ricardo Gouveia |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Paço, Arminda do Rodrigues, Luís Rodrigues, Ricardo Gouveia |
dc.subject.por.fl_str_mv |
NGO Branding Brand image Brand awareness Third sector ONG Branding Imagem da marca Consciência da marca Terceiro setor |
topic |
NGO Branding Brand image Brand awareness Third sector ONG Branding Imagem da marca Consciência da marca Terceiro setor |
description |
The creation of a brand has been identified as a differentiating factor for non-governmental organizations (NGOs) when it comes to competing for private and public funding, as well as when trying to recruit volunteers. Thus, our purpose is to check whether the brand image that individuals associate with a specific NGO influences both fund raising and the recruitment of volunteers, using a questionnaire applied to a sample of 654 individuals. The results obtained show that usefulness and affect contribute to the intention to give financial aid to NGOs. When it comes to donating time, only efficiency is found to be a significant factor in the variability of that intention. In the case of the influence of brand awareness, we concluded that familiarity with the NGO contributes positively to the intention to donate. |
publishDate |
2015 |
dc.date.none.fl_str_mv |
2015-09-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article Artigo revisado pelos pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://www.bbronline.com.br/index.php/bbr/article/view/160 10.15728/bbr.2015.12.5.6 |
url |
http://www.bbronline.com.br/index.php/bbr/article/view/160 |
identifier_str_mv |
10.15728/bbr.2015.12.5.6 |
dc.language.iso.fl_str_mv |
eng por |
language |
eng por |
dc.relation.none.fl_str_mv |
http://www.bbronline.com.br/index.php/bbr/article/view/160/243 http://www.bbronline.com.br/index.php/bbr/article/view/160/244 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
FUCAPE Business Shool |
publisher.none.fl_str_mv |
FUCAPE Business Shool |
dc.source.none.fl_str_mv |
Brazilian Business Review; Vol. 12 No. 5 (2015): September to October 2015; 97-117 Brazilian Business Review; v. 12 n. 5 (2015): Setembro a Outubro de 2015; 97-117 1808-2386 1807-734X reponame:BBR. Brazilian Business Review (English edition. Online) instname:Fucape Business School (FBS) instacron:FBS |
instname_str |
Fucape Business School (FBS) |
instacron_str |
FBS |
institution |
FBS |
reponame_str |
BBR. Brazilian Business Review (English edition. Online) |
collection |
BBR. Brazilian Business Review (English edition. Online) |
repository.name.fl_str_mv |
BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS) |
repository.mail.fl_str_mv |
|| bbronline@bbronline.com.br |
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1754732237427834880 |