사회복지기관 영역에서 브랜드의 역할에 관한 연구: 브랜드이미지와 브랜드인지도를 중심으로

초록

Due to the intensifying competition in light of the entry of various charitable organizations, charitable organizations have recently been introducing different brand strategies to secure competitive superiority. In this study aims to verify the antecedent factors that influence the perception of the charitable organization as a brand to enhance the branding effects of charitable organization and to examine the impact of brand awareness on the trust and satisfaction towards the institution. In this study, four brand image variables (usefulness, efficiency, effect, and dynamism) were adopted as antecedent variables for forming brand awareness, and a feedback was additionally used as an antecedent variable. Moreover, the study examined the effect of brand awareness on trust and satisfaction towards the charitable organization. Furthermore, the moderating effect of the donor’s motivation (selfish/altruistic) on the relationship between brand image and brand awareness was verified. For the verification of this study, adult donors with at least one donation experience to the largest charitable organization in Korea were selected as the sample, and 485 valid responses were collected after excluding insincere responses. The results confirmed that the efficiency image and social influence image of charitable organization, and feedback, have a positive impact on brand awareness, and brand awareness leads to the trust and satisfaction towards charitable organization. Additionally, the donor’s motivation was found to have a significant moderating effect on the relationship between the efficiency image and brand awareness. The results of this study are expected to extend the existing research on the perceptions and attitudes of charitable organization and donors from the perspective of brand marketing, and to provide various implications for establishing branding strategies that can improve relationships with existing donors and attract new ones in charitable organization.

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