비영리브랜드 이미지가 기부의도에 미치는 효과

Abstract

ABSTRACT

The Effects of NOPs Brand Image on Donation Intention

by Kim, Foo-Ren Advisor: Park, Jong-Chul, Ph. D. Graduate School of Business Administration, Chosun University

This study examined the influence of nonprofit brand image and trust on donation intention. Different from the past studies, in this study we postulated that the consumers’ trust played an essential mediating role in the relationship between the four dimensions(usefulness, efficiency, affect, dynamism) of nonprofit brand image and donation intention. Also, we suggested four dimensions of nonprofit brands emerged in the new scale in considering domestic situation. The results of data analysis showed that the two dimensions(affect, dynamism) of brand image positively influenced on the trust. However, the two dimensions(usefulness, efficiency) of brand image had a significant impact not on the trust. Finally, the trust toward a non-profit organization had a significant influence on donation intention. Thus, this study demonstrated that trust indeed played a mediating role between nonprofit brand image and the donation intention.