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

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dc.contributor.authorHuang, S. L., & Ku, H. H.
dc.date.accessioned2019-02-04T18:45:35Z
dc.date.available2019-02-04T18:45:35Z
dc.date.issued2016
dc.description.abstractIn 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.identifier.citationHuang, 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.urihttps://www.semanticscholar.org/paper/Brand-image-management-for-nonprofit-organizations%3A-Huang-Ku/e1dc00f0ef5005b5102c683a0e46253bc7643861
dc.identifier.urihttp://hdl.handle.net/11212/4224
dc.language.isoenen_US
dc.publisherJournal of Electronic Commerce Researchen_US
dc.subjectnon-profiten_US
dc.subjectnonprofiten_US
dc.subjectresearchen_US
dc.subjectInternational Resourcesen_US
dc.subjectTaiwanen_US
dc.subjectbrand imageen_US
dc.subjectdonationsen_US
dc.subjectmarketing
dc.titleBrand image management for nonprofit organizations: Exploring the relationships between websites, brand images and donationsen_US
dc.typeArticleen_US

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