EXAMINATION OF BRAND IMAGE IN NON-PROFIT ORGANIZATIONS AND CLUSTERING OF TURKISH RED CRESCENT DONORS

Mustafa Bilgehan Kutlu; Nezahat Ekici Özcan

Makale detayları

EXAMINATION OF BRAND IMAGE IN NON-PROFIT ORGANIZATIONS AND CLUSTERING OF TURKISH RED CRESCENT DONORS

Yazarlar:

Mustafa Bilgehan Kutlu | Nezahat Ekici Özcan

Yayıncı:

Kafkas University

Ana Başlıklar:

Kar Amacı Gütmeyen Pazarlama

Dergi:

Kafkas Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Vol.14 Issue 28, pp.542-562

Belge Tipi:

Makale

Yayın Tarihi:

12/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001308137

pISSN:

1309-4289

Anahtar kelimeler:

Özet:

 The aim of this research is to reveal the status of the brand images of non-profit organizations NPOs in Turkey through a perception map. It is also aimed to examine the effects of the brand associations to the donation intention Turkish Red Crescent, and to define the individuals who have the intention to donate as a market segment with the CHAID technique. In this context, a study was conducted for six NPOs Turkish Red Crescent, LÖSEV, THK, IHH, Turkey Diyanet Foundation and TEMA. The data was collected via online form from 772 participants by using judgmental sampling method. According to the results, LÖSEV and Turkish Red Crescent were the organizations that created the most positive associations, while the Turkish Diyanet Foundation was the organization that failed to create positive associations relatively. To the CHAID analysis specifically for the Turkish Red Crescent, it has been revealed that the associations of useful, efficient, and helpful are effective on donation intentions. According to these associations, four different market segments have been defined for the Turkish Red Crescent. Finally, it has been revealed that brand associations do not differ according to gender and education level of the participants but differ according to age and income status.

 The aim of this research is to reveal the status of the brand images of non-profit organizations NPOs in Turkey through a perception map. It is also aimed to examine the effects of the brand associations to the donation intention Turkish Red Crescent, and to define the individuals who have the intention to donate as a market segment with the CHAID technique. In this context, a study was conducted for six NPOs Turkish Red Crescent, LÖSEV, THK, IHH, Turkey Diyanet Foundation and TEMA. The data was collected via online form from 772 participants by using judgmental sampling method. According to the results, LÖSEV and Turkish Red Crescent were the organizations that created the most positive associations, while the Turkish Diyanet Foundation was the organization that failed to create positive associations relatively. To the CHAID analysis specifically for the Turkish Red Crescent, it has been revealed that the associations of useful, efficient, and helpful are effective on donation intentions. According to these associations, four different market segments have been defined for the Turkish Red Crescent. Finally, it has been revealed that brand associations do not differ according to gender and education level of the participants but differ according to age and income status.

 The aim of this research is to reveal the status of the brand images of non-profit organizations NPOs in Turkey through a perception map. It is also aimed to examine the effects of the brand associations to the donation intention Turkish Red Crescent, and to define the individuals who have the intention to donate as a market segment with the CHAID technique. In this context, a study was conducted for six NPOs Turkish Red Crescent, LÖSEV, THK, IHH, Turkey Diyanet Foundation and TEMA. The data was collected via online form from 772 participants by using judgmental sampling method. According to the results, LÖSEV and Turkish Red Crescent were the organizations that created the most positive associations, while the Turkish Diyanet Foundation was the organization that failed to create positive associations relatively. To the CHAID analysis specifically for the Turkish Red Crescent, it has been revealed that the associations of useful, efficient, and helpful are effective on donation intentions. According to these associations, four different market segments have been defined for the Turkish Red Crescent. Finally, it has been revealed that brand associations do not differ according to gender and education level of the participants but differ according to age and income status.

 Araştırmanın amacı Türkiyedeki kâr amacı gütmeyen kuruluşların marka imajlarını algı haritası vasıtasıyla ortaya koymaktır. Türk Kızılayı özelinde algı haritasındaki çağrışımların bağış yapma niyetine etkilerinin irdelenmesi ve CHAID tekniği ile bağış yapma niyetine sahip olan bireylerin pazar bölümü olarak tanımlanması da amaçlanmaktadır. Bu kapsamda altı kâr amacı gütmeyen kuruluş Türk Kızılay, LÖSEV, Türk Hava Kurumu, İHH İnsani Yardım Vakfı, Türkiye Diyanet Vakfı ve TEMA özelinde bir araştırma yürütülmüştür. Veriler çevrimiçi anket formuyla 772 katılımcıdan yargısal örnekleme yöntemiyle toplanmıştır. Sonuçlara göre katılımcıların zihninde en fazla olumlu çağrışım yaratabilen kuruluş LÖSEV ve ardından Tük Kızılayı; olumlu çağrışım yaratmakta en yetersiz kalan kuruluş ise Türk Diyanet Vakfıdır. Türk Kızılayı özelindeki CHAID analizi sonucuna göre bağış yapma niyetinde faydalı, verimli ve yardımsever çağrışımları etkilidir. Bu çağrışımlara göre Türk Kızılayı için dört farklı pazar bölümü tanımlanmıştır. Son olarak katılımcıların cinsiyet ve eğitim düzeyine göre çağrışımların farklılaşmadığı, yaş ve gelir durumuna göre farklılaştığı ortaya konulmuştur.

Makale detayları

EXAMINATION OF BRAND IMAGE IN NON-PROFIT ORGANIZATIONS AND CLUSTERING OF TURKISH RED CRESCENT DONORS

Yazarlar:

Mustafa Bilgehan Kutlu | Nezahat Ekici Özcan

Yayıncı:

Kafkas University

Ana Başlıklar:

Kar Amacı Gütmeyen Pazarlama

Dergi:

Kafkas Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Vol.14 Issue 28, pp.542-562

Belge Tipi:

Makale

Yayın Tarihi:

12/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001308137

pISSN:

1309-4289

Brand image in non-profit organization (NPOs)

perceptual mapping

donationKâr amacı gütmeyen kuruluşlarda marka imajı

algı haritası

bağış

Sayı

Makale detayları

EXAMINATION OF BRAND IMAGE IN NON-PROFIT ORGANIZATIONS AND CLUSTERING OF TURKISH RED CRESCENT DONORS

Yazarlar: Mustafa Bilgehan Kutlu | Nezahat Ekici Özcan

Yayıncı: Kafkas University

Ana Başlıklar: Kar Amacı Gütmeyen Pazarlama

Dergi: Kafkas Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Vol.14 Issue 28, pp.542-562

Belge Tipi: Makale

Yayın Tarihi: 12/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001308137

pISSN: 1309-4289

Brand image in non-profit organization (NPOs)

perceptual mapping

donationKâr amacı gütmeyen kuruluşlarda marka imajı

algı haritası

bağış

Sayı

Yazarlar:

Mustafa Bilgehan Kutlu | Nezahat Ekici Özcan

Yayıncı:

Kafkas University

Ana Başlıklar:

Kar Amacı Gütmeyen Pazarlama

Dergi:

Kafkas Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Vol.14 Issue 28, pp.542-562

Belge Tipi:

Makale

Yayın Tarihi:

12/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001308137

pISSN:

1309-4289