Brand image management for nonprofit organizations: Exploring the relationships between websites, brand images and donations
Date
2016
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Journal of Electronic Commerce Research
Abstract
In this highly competitive and resource scarce environment, nonprofit organizations (NPOs) must create a positive
brand image in order to gain the public's favor and trust, and, consequently, more donations. This study explores how
information items on NPO websites improve the brand image of a nonprofit, and examines the relationship between
various website-generated brand images and the viewer’s intention to donate. Content analysis and a card sorting
exercise are used to find out which information items on websites are associated with the desired images. Next, a
survey is conducted to measure what types of information can improve the nonprofit’s brand image and lead to a
higher intention to donate. The results show that the types of information delivered by an NPO website have different
impacts on the impressions of the nonprofit’s brand image. Brand images showing usefulness and dynamism increase
website viewers’ intention to donate.
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Keywords
non-profit, nonprofit, research, International Resources, Taiwan, brand image, donations, marketing
Citation
Huang, S. L., & Ku, H. H. (2016). Brand image management for nonprofit organizations: Exploring the relationships between websites, brand images and donations. Journal of Electronic Commerce Research, 17(1).