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Brand image management for nonprofit organizations: Exploring the relationships between websites, brand images and donations

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dc.contributor.author Huang, S. L., & Ku, H. H.
dc.date.accessioned 2019-02-04T18:45:35Z
dc.date.available 2019-02-04T18:45:35Z
dc.date.issued 2016
dc.identifier.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). en_US
dc.identifier.uri http://web.csulb.edu/journals/jecr/issues/20161/Paper6.pdf
dc.identifier.uri http://hdl.handle.net/11212/4224
dc.description.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. en_US
dc.language.iso en en_US
dc.publisher Journal of Electronic Commerce Research en_US
dc.subject non-profit en_US
dc.subject nonprofit en_US
dc.subject research en_US
dc.subject International Resources en_US
dc.subject Taiwan en_US
dc.subject brand image en_US
dc.subject donations en_US
dc.subject marketing
dc.title Brand image management for nonprofit organizations: Exploring the relationships between websites, brand images and donations en_US
dc.type Article en_US


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