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A Study on the Relationship between Marketing Activities and Brand Equity in Nonprofit Organizations : Focused on the Donation Market of Charitable Organizations
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비영리조직의 마케팅 활동과 브랜드 자산 간 관계에 관한 연구 : 자선모금기관의 기부시장(donation market)을 중심으로

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Type
Academic journal
Author
Journal
Korean Academy Of Social Welfare Korean Journal of Social Welfare Vol.59 No.2 KCI Excellent Accredited Journal
Published
2007.5
Pages
303 - 325 (23page)

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A Study on the Relationship between Marketing Activities and Brand Equity in Nonprofit Organizations : Focused on the Donation Market of Charitable Organizations
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This study explores the relationship between marketing activities and brand equity in nonprofit organizations, specifically investigating the relational linkage between four selected marketing mix elements and brand equity through the mediating role of brand equity dimensions. Employing a structural equation model, the study empirically tests research hypotheses and finds some important implication for brand equity creation strategies for nonprofits. The results show that brand association is the only dimension that is positively related to brand equity, reflecting the current donation market in Korea where nonprofits have such a low presence that donors have little knowledge and chance to identify their brands and to build trust relationships with them. Furthermore, the results highlight the importance and roles of promotion and process marketing efforts, as they are proved to enhance brand association. The study also finds that promotion is positively related to brand awareness and process contributes to perceived quality and brand loyalty. Based on these findings, the study suggest that nonprofits make further efforts on active promotion and process development to create positive, differentiated images and better accessibility, and finally improve their brand equity.
#비영리조직 #자선모금기관 #마케팅 활동 #브랜드 자산 #기부시장 #구조방정식(SEM) #nonprofit organization(NPO) #charitable organization #marketingmix activities #brand equity #donation market #structural equation model(SEM)

Contents

[요약]
1. 서론
2. 이론적 배경
3. 연구방법
4. 분석결과
5. 결론 및 제언
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