A Imagem e a Consciência da Marca no Terceiro Setor e sua Influência sobre a Intenção de Doar

ID:
37298
Resumo:
A criação da uma marca tem sido identificada como um fator determinante para Organizações Não Governamentais (ONGs) quando se trata de competir por financiamento público (estatal) ou privado, assim como na tentativa de recrutar voluntários. Assim, nossa proposta é verificar se a imagem da marca que cada indivíduo associa a uma ONG específica influencia quer na angariação de fundos quer no recrutamento de voluntários, usando um questionário aplicado a uma amostra de 654 indivíduos. Os resultados obtidos mostram que utilidade e afeto contribuem ambos na intenção de ajudar financeiramente às ONGs. Quando se trata de doar tempo, somente eficiência foi achada como um fator significante na variabilidade desta intenção. No caso da influência da consciência da marca, conclui-se que a familiaridade com a ONG contribui positivamente para a intenção de doar.
Citação ABNT:
PAÇO, A.; RODRIGUES, L.; RODRIGUES, R. G. A Imagem e a Consciência da Marca no Terceiro Setor e sua Influência sobre a Intenção de Doar. Brazilian Business Review, v. 12, n. 5, p. 105-125, 2015.
Citação APA:
Paço, A., Rodrigues, L., & Rodrigues, R. G. (2015). A Imagem e a Consciência da Marca no Terceiro Setor e sua Influência sobre a Intenção de Doar. Brazilian Business Review, 12(5), 105-125.
DOI:
http://dx.doi.org/10.15728/bbr.2015.12.5.6
Link Permanente:
http://www.spell.org.br/documentos/ver/37298/a-imagem-e-a-consciencia-da-marca-no-terceiro-setor-e-sua-influencia-sobre-a-intencao-de-doar/i/pt-br
Tipo de documento:
Artigo
Idioma:
Português
Referências:
AAKER, D. Building strong brands. New York: The Free Press, 1996.

AAKER, D. Managing brand equity: capitalizing on the value of a brand name. New York: The Free Press, 1991.

BAGHI, I.; GABRIELLI, V. Co-branded cause-related marketing campaigns: the importance of linking two strong brands. International Review of Public and Nonprofit Marketing, v. 10, n. 1, p. 13-29, 2013.

BAKER, W. et al. Brand familiarity and advertising: effects on the evoked set and brand preference. Advances in Consumer Research, v. 13, n. 1, p. 637-642, 1986.

BENNETT, R.; GABRIEL, H. Image and reputational characteristics of UK charitable organizations: an empirical study. Corporate Reputation Review, v. 6, n. 3, p. 276-289, 2003.

CERVERA, A.; RUIZ, M. E.; KLEEFELDT, B. Aplicabilidad de los conceptos de imagen corporativa y posicionamento a las ONGD. In: INTERNATIONAL CONGRESS ON PUBLIC AND NONPROFIT MARKETING, 7.; 2008, Szeged (HUN). Anais… Szeged: ICPNM, 2008.

CHIAGOURIS, L. Nonprofit brands come of age. Marketing Management, v. 14, n. 5, p. 30-33, 2005.

DAW, J. et al. Breakthrough Nonprofit branding: seven principles for powering extraordinary growth. New York: AFP, 2010. p. 19-34.

EINWILLER, S. The significance of reputation and brand for creating trust in the different stages of a relationship between an online vendor and its customers. In: Research Symposium on on Emerging Electronic Markets, 8.; 2001, Maastricht (HOL). Anais… Maastricht: RWTH, 2001. p. 1-17.

EWING, M. T.; NAPOLI, J. Developing and validating a multidimensional nonprofit brand orientation scale. Journal of Business Research, v. 58, n. 6, p. 841-53, 2005.

FAIRCLOTH, J. B. Factors influencing nonprofit resource provider support decisions: applying the brand equity concept to nonprofits. Journal of Marketing Theory and Practice, v. 13, n. 3, p. 1-15, 2005.

FRUMKIN, P.; KIM, M. T. Strategic positioning and the financing of nonprofit organizations: is efficiency rewarded in the contributions marketplace? Public Administration Review, v. 61, n. 3, p. 266-289, 2001.

GUY, B. S.; PATTON, W. E. The marketing of altruistic causes: understanding why people help. Journal of Consumer Marketing, v. 6, n. 1, p. 19-30, 1989.

HOEFFLER, S.; KELLER, K. L. Building brand equity through corporate societal marketing. Journal of Public Policy and Marketing, v. 21, n. 1, p. 78-89, 2002.

JUDD, N. On branding: building and maintaining your organization’s brand in an AMC. Association Management, v. 56, n. 7, p. 17-1, 2004.

KELLER, K. L. Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, v. 57, n. 1, p. 1-22, 1993.

LAURENT, G.; KAPFERER, J. N.; ROUSSEL, F. The underlying structure of brand awareness scores. Market Science, v. 14, n. 3, p. G170-G179, 1995.

LIU, W.; AAKER, J. The happiness of giving: the time-ask effect. Journal of Consumer Research, v. 35, n. 3, p. 543-57, 2008.

MACKENZIE, S.; LUTZ, R.; BELCH, G. The role of attitude toward the ad as a mediator of advertising effectiveness: a test of competing explanations. Journal of Marketing Research, v. 23, n. 2, p. 130-143, 1986.

MEWS, M.; BOENIGK, S. Does organizational reputation influence the willingness to donate blood? International Review of Public and Nonprofit Marketing, v. 10, n. 1, p. 49-64, 2013.

MICHEL, G.; RIEUNIER, S. Nonprofit brand image and typicality influences on charitable giving. Journal of Business Research, v. 65, n. 5, p. 701-707, 2012.

MORT, G. S.; WEERAWARDENA, J.; WILLIAMSON, B. Branding in the nonprofit context: the case of Surf Life Saving Australia. Australasian Marketing Journal, v. 15, n. 2, p. 108-119, 2007.

NADDAFF, A. Branding by design. Communication World, v. 21, n. 5, p. 18-21, 2004.

REES, P. L. Marketing in the UK and US not-for-profit sector: the import mirror view. The Services Industry Journal, v. 18, n. 1, p. 113-131, 1998.

SALAMON, L. M. et al. Portugal’s nonprofit sector in comparative context. The Johns Hopkins University Institute for Policy Studies, Baltimore, 2012. Disponível em: . Acesso em: 10 dez. 2012.

SAMU, S.; WYMER, W. The effect of fit and dominance in cause marketing communications. Journal of Business Reserach, v. 62, n. 4, p. 432-40, 2009.

SARGEANT, A.; FORD, J.; HUDSON, J. Charity brand personality: the relationship with giving behavior. Nonprofit and Voluntary Sector Quarterly, v. 37, n. 3, p. 468-491, 2008.

SARGEANT, A.; HUDSON, J.; WEST, D. C. Conceptualizing brand values in the charity sector: the relationship between sector, cause and organization. Services Industry Journal, v. 28, n. 5, p. 615-632, 2008.

SMILLIE, I. The alms bazaar: altruism under fire: Nonprofit organizations and international development. Ottawa: IDRC, 1995.

STINNETT, R. C.; HARDY, E. E.; WATERS, R. D. V. Who are we? The impacts of anthropomorphism and the humanization of nonprofits on brand personality. International Review of Public and Nonprofit Marketing, v. 10, n. 1, p. 31-48, 2013.

VENABLE, B. T. et al. The role of brand personality in charitable giving: an assessment and validation. Academy of Marketing Science Journal, v. 33, n. 3, p. 295-312, 2005.

WEBSTER, K. K. Branding the nonprofit. Social Service Journal, v. 5, p. 5-7, 2002.

WILSON, A.; PIMM, G. The tyranny of the volunteer: the care and feeding of voluntary workforces. Management Decision, v. 34, n. 4, p. 24-40, 1996.

WYMER, W. Deconstructing the brand nomological network. International Review of Public and Nonprofit Marketing, v. 10, n. 1, p. 1-12, 2013.