ABSTRACT

Charities are in constant need to raise funds and thereby solicit donations through requesting the public and corporate enterprises. The satisfaction of a brand image by public or corporate enterprises can be highly motivating for raising funds. The main objective of this research is to identify a charity’s brand image and its relationship to trust, commitment, and emotions which are not only critically important for enhancing the charity’s image but also leveraging motivation for donorship. It examines participants and their influence on image, trust, commitment, and emotions toward a religious or faith-based charity. Structural Equation Modeling and multigroup analysis are used to examine the results. It shows that Faith-based charity’s image has a positive association with many of the antecedents. The charity’s brand image didn’t influence emotions directly but indirectly through commitment. Multigroup analysis shows there were some differences noted between the group frequency of religious dedication. The study makes two broad contributions, first, the research broadens the theoretical framework of the brand image regarding religious or faith-based charities by demonstrating how trust, commitment, and emotions influence their image and motivation to donate. Secondly, it enhances the understanding of the diversity of trust and its broader impact on the dedication of religious group participation. By differentiating between the marketing image and brand image, the research provides suggestions for improving the charity’s brand image.

摘要

慈善机构不断需要募集资金，从而通过向公众和企业征求捐款。公众或公司企业对品牌形象的满意度可以极大地激发筹集资金的动力。本研究的主要目的是确定慈善机构的品牌形象及其与信任、承诺和情感的关系，这不仅对提升慈善机构的形象至关重要，而且对激发捐赠动机也至关重要。它检查参与者及其对宗教或基于信仰的慈善机构的形象、信任、承诺和情感的影响。结构方程建模和多组分析用于检查结果。它表明基于信仰的慈善机构的形象与许多前因有正相关。慈善机构的品牌形象不直接影响情绪，而是通过承诺间接影响情绪。多组分析显示宗教奉献的组频率之间存在一些差异。该研究做出了两大贡献，首先，该研究通过展示信任、承诺和情感如何影响他们的形象和捐赠动机，拓宽了关于宗教或信仰慈善机构品牌形象的理论框架。其次，它增强了对信任多样性及其对宗教团体参与奉献的更广泛影响的理解。通过区分营销形象和品牌形象，研究为慈善机构品牌形象的提升提供了建议。多组分析显示宗教奉献的组频率之间存在一些差异。该研究做出了两大贡献，首先，该研究通过展示信任、承诺和情感如何影响他们的形象和捐赠动机，拓宽了关于宗教或信仰慈善机构品牌形象的理论框架。其次，它增强了对信任多样性及其对宗教团体参与奉献的更广泛影响的理解。通过区分营销形象和品牌形象，研究为慈善机构品牌形象的提升提供了建议。多组分析显示宗教奉献的组频率之间存在一些差异。该研究做出了两大贡献，首先，该研究通过展示信任、承诺和情感如何影响他们的形象和捐赠动机，拓宽了关于宗教或信仰慈善机构品牌形象的理论框架。其次，它增强了对信任多样性及其对宗教团体参与奉献的更广泛影响的理解。通过区分营销形象和品牌形象，研究为慈善机构品牌形象的提升提供了建议。该研究通过展示信任、承诺和情感如何影响他们的形象和捐赠动机，拓宽了关于宗教或信仰慈善机构品牌形象的理论框架。其次，它增强了对信任多样性及其对宗教团体参与奉献的更广泛影响的理解。通过区分营销形象和品牌形象，研究为慈善机构品牌形象的提升提供了建议。该研究通过展示信任、承诺和情感如何影响他们的形象和捐赠动机，拓宽了关于宗教或信仰慈善机构品牌形象的理论框架。其次，它增强了对信任多样性及其对宗教团体参与奉献的更广泛影响的理解。通过区分营销形象和品牌形象，研究为慈善机构品牌形象的提升提供了建议。