| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.09 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O Terceiro Setor desempenha um papel preponderante na prestação de serviços vitais à sociedade. No entanto, nas últimas décadas o crescimento do número de organizações não lucrativas, associado à diminuição das ajudas estatais e empresariais, tem colocado um enorme desafio à gestão das ONG (Organizações Não Governamentais). Confrontadas com este facto, muitas organizações do Terceiro Setor estão a adotar as técnicas de gestão do setor empresarial lucrativo, introduzindo, nomeadamente, ferramentas de marketing. Por exemplo, a criação de uma marca tem sido apontada como um fator diferenciador, para as ONG, na hora de competirem pela angariação de fundos financeiros privados e estatais, assim como aquando da angariação de voluntários.
O objetivo deste estudo é verificar se a imagem da marca que cada indivíduo associa a uma determinada ONG tem influência na angariação de recursos quer financeiros, quer em forma de horas de trabalho não remunerado (voluntariado). Nesse sentido foi aplicado um questionário a uma amostra de 654 indivíduos.
Os resultados obtidos mostram que algumas das dimensões da imagem da marca (utilidade e afeto) contribuem para a intenção de ajudar financeiramente as ONG. No que diz respeito à intenção de doar tempo, apenas a dimensão eficiência é significativa na variabilidade dessa intenção. No que respeita à influência da consciência da marca na intenção de doação, conclui-se que a familiaridade com a marca contribui positivamente para a intenção de doar dinheiro, quer para a intenção de doar tempo.
Contudo, nos quatro modelos testados para predizer a intenção de doação, as variáveis preditoras utilizadas explicam apenas uma parte muito reduzida da intenção de doar, o que sugere que existem outros fatores, que não foram testados, que também poderão contribuir para a variabilidade desse comportamento.
The Third Sector plays an important role in providing vital services to society. However, in recent decades the growth in the number of non-profit organizations, combined with declining public and business support have posed a major challenge to the management of NGOs. Faced with this fact, many Third Sector organizations are adopting the management techniques of the lucrative corporate sector, including introducing marketing tools. The creation of a brand has been identified as a differentiating factor for NGOs, in time to compete for fundraising and private financial state as well as when finding volunteers. The objective of this study is to see if the brand image that every individual associates with a particular NGO, has influence in raising resources both financial and in the form of hours of unpaid work (volunteer). Accordingly, a questionnaire was administered to a sample of 654 individuals. The results show that some of the dimensions of brand image (utility and affection) contribute to the intention of giving money to NGOs. With regard to the intention of giving time, only the dimension efficiency significantly affects the intention. Regarding the influence of brand awareness with the intention of giving, it is concluded that brand familiarity positively contribute to the intention of donating money or the intention to donate time. However, in the four models tested to predict the intention of giving, the predictive variables only explained a very small part of the variability in intention to donate, which suggests that there are other factors that have not been tested, which also contribute to the variability of this behavior.
The Third Sector plays an important role in providing vital services to society. However, in recent decades the growth in the number of non-profit organizations, combined with declining public and business support have posed a major challenge to the management of NGOs. Faced with this fact, many Third Sector organizations are adopting the management techniques of the lucrative corporate sector, including introducing marketing tools. The creation of a brand has been identified as a differentiating factor for NGOs, in time to compete for fundraising and private financial state as well as when finding volunteers. The objective of this study is to see if the brand image that every individual associates with a particular NGO, has influence in raising resources both financial and in the form of hours of unpaid work (volunteer). Accordingly, a questionnaire was administered to a sample of 654 individuals. The results show that some of the dimensions of brand image (utility and affection) contribute to the intention of giving money to NGOs. With regard to the intention of giving time, only the dimension efficiency significantly affects the intention. Regarding the influence of brand awareness with the intention of giving, it is concluded that brand familiarity positively contribute to the intention of donating money or the intention to donate time. However, in the four models tested to predict the intention of giving, the predictive variables only explained a very small part of the variability in intention to donate, which suggests that there are other factors that have not been tested, which also contribute to the variability of this behavior.
Description
Keywords
Terceiro sector - Marca Personalidade da marca