Research On The Effects Of Nonprofit’s Brand Image On Individual Donor’s Giving Intention

At present, the livelihood issues become an important task for Chinese government inmaintaining the harmonious development between economy and society. Where, thenonprofit organizations play an crucial role in livelihood issues solving which unfortunatelyhave been seriously impeded by the shortage of funds and the confidence crisis in the recentyears. For getting more charitable resources to serve the society as well as strengtheningindividual donor’s giving intention and behavior, the nonprofit organizations must promotetheir brand image, enhance the credibility building and fitting for the psychologicalexpectation of the public.Firstly, this study reviewed the relevant literature of nonprofit organization brandimage, psychological contract, donor’s giving intention and other related research. Based onthe perspective of psychological contract, this paper proposed research model andhypotheses. Taking the individual donors as the research object, this paper studied on theirgiving intention and the perception on the brand image of nonprofit organizations. Then,through the statistical software named SPSS16.0, this study verified the model and tested themediating effect, followed by the data collection and data analysis. Finally, the paperdiscussed the final results, made the management revelation as well as pointed out thelimitations and the further suggests of the research.The empirical analysis results as following: based on the exploratory factor analysis,confirmatory factor analysis, reliability and validity analysis in the effective sample study,it is confirmed that the theoretical model can be effective supported because of goodreliability and validity the scale showed; brand image to donor’s giving intention, lead to adirect positive effect; transactional psychological contract and relational psychologicalcontract both partially mediated the positive effect which brand leads to donor’s givingintention. Therefore, the nonprofit organization should strive to enhance the brand image,attract individual resources, improve individual donation’s giving intention. In addition,this study improved and supplemented the theory of individual donor behavior andindividual donor attractiveness, which is beneficial to promote the development of thenonprofit organizations.