Имидж бренда некоммерческой организации как фактор благотворительного поведения доноров
The study evaluates the relationship between charity brand image and donors’ giving behavior. We use qualitative data collected via online-survey (N=97) to elicit significant characteristics of charities as perceived by donors. Based on qualitative findings we design 63 bipolar scales and test our instrument on a sample of donors (those who donated money (N=91) and time (N=101)). Using exploratory factor analysis, we obtain 5 factors explaining 40,9% and 43,5% of variance in the answers, respectively. Factor structure is different for donors and volunteers. Using regressions we show that the five factors predict charitable intentions (repeated giving and recommendations) (R2=0,607 for monetary donators and 0,569 for volunteers). Money donors highly value positive emotions associated with giving, whereas volunteers put more emphasis on smooth operation of the charity. We find that such characteristic as popularity (charity is well-known) is not significantly linked with repeated donations or recommendations. The results indicate that brand-image is an important path of attracting donors. These findings may help managers of charities better tailor their branding campaign by addressing appropriate groups of donors/volunteers. The study focuses on both actual and future giving behavior and utilizes a combination of qualitative and quantitative methods to design and validate the survey instrument.
This book provides a critical account of the third sector and its future in Europe. It offers an original conceptualization of the third sector in its European manifestations alongside an overview of its major contours, including its structure, sources of support, and recent trends. It also assesses the impact of this sector in Europe which considers its contributions to European economic development, citizen well-being and human development.
The Third Sector As A Renewable Resource for Europe presents the findings of the Third Sector Impact (TSI) project funded by the European Union’s Seventh Framework Program (FP7). It recognises that in a time of social and economic distress, as well as enormous pressures on governmental budgets, the third sector and volunteering represent a unique ‘renewable resource’ for social and economic problem-solving and civic engagement in Europe.
The article considers proper legislation as an essential prerequisite for actualization of NPOs comparative advantages. Restrictions imposed on NPOs are reasonable if they are compensated by benefits from greater trust. The rigidity of constrains and requirements should be optimized while accounting for peculiarities of a social medium, the state of the nonprofit sector, and the governments readiness to encourage the development of the latter. As empirical data suggests, Russian NPOs being on different stages of maturity need separate legal treatment. In the meanwhile, interests that prevail in the NPOs community are not always conducive to rapid changes.
This book represents the 8th volume of results obtained from the monitoring of the status of civil society in Russia that is conducted by the Centre for Studies of Civil Society and the Nonprofit Sector (the National Research University “Higher School of Economics”) in conjunction with the leading sociological centres of Russia. The empirical base of this publication is formed from the data of All-Russian survey of population aged 18 years and older, that was based on representative sample and carried out in 83 regions of Russia in 2259 localities within the framework of expert services on the strategy of socio-economic development of Russia till 2020. The data provided characterizes engagement of Russians in volunteering, charitable donations and other social and political practices. The data describes determinants of Russians connected with responsibility for actions taken in their neighborhoods and localities and the country at large and their sense of the opportunity to exert their influence over it. This book will be of use to social and political scientists, economists, teachers and students of the social sciences and anyone, interested in the development of civil society in Russia.
Nonprofit organizations are arguably the fastest growing and most dynamic part of modern market economies in democratic countries. This Handbook explores the frontiers of knowledge at the intersection of economics and the management of these entities. Top researchers in the field review the role, structure, and behavior of private, nonprofit organizations as economic units and their participation in markets and systems of public service delivery, assess the implications of this knowledge for the efficient management of nonprofit organizations and the formulation of effective public policy, and identify cutting-edge questions for future research.
The article analyzes the differences in the images of Russian and foreign clothing brands in the eyes of Russian consumers. The sample consisted of 178 people. We used the technique which was elaborated by V.M.Markova to study the image of brands. The results showed that the image coefficient of Russian brands of clothes (25) is much lower than the image coefficient of foreign brands (63). The most problematic options are the parameters of brand image: "trust", "quality" and "personalization".
Research is devoted to the study of the brand image of the customer. To compare images of domestic and foreign brands we used two qualitative methods: the method of association and the method of personalization. The theoretical basis of this investigation is the theory of personal identity and psychological aspects of the perception of the brand by the consumer. The theoretical model is based on the mechanism of personification of the brand. The results showed that the image of foreign brands is more differentiated, more masculine and positive. The greatest differences were found in the categories of Quality, Sport, Fashion, Comfort, Price, Nationality.
In the article is presented the analysis of university endowments organization, highlighting the main parts of the organization and theories of the functioning (flows) on the basis of a systematic approach of strategic management developed by Henry Mintzberg. Endowment fund activities are structured by synchronizing activities of the three organizations: the university, the endowment fund and the investment company.
The article suggests to adopt a pluralism methodological approach in marketing science. Using controversy over marketing to nonmarketers problem paper traces evolution of the issue in context of research methodology and discusses alternative methodological approaches and research paradigms.
The following reasons of beggary in Russian State at the turn of the ХIХ-ХХth centuries are shown: they are the external, internal and social ones. The social reasons have the juridical grounds for beggary. They are the poor legal protection of inhabitants and the imperfection of some legislative regulations including the sphere of state charity.
The distractive effects on attentional task performance in different paradigms are analyzed in this paper. I demonstrate how distractors may negatively affect (interference effect), positively (redundancy effect) or neutrally (null effect). Distractor effects described in literature are classified in accordance with their hypothetical source. The general rule of the theory is also introduced. It contains the formal prediction of the particular distractor effect, based on entropy and redundancy measures from the mathematical theory of communication (Shannon, 1948). Single- vs dual-process frameworks are considered for hypothetical mechanisms which underpin the distractor effects. Distractor profiles (DPs) are also introduced for the formalization and simple visualization of experimental data concerning the distractor effects. Typical shapes of DPs and their interpretations are discussed with examples from three frequently cited experiments. Finally, the paper introduces hierarchical hypothesis that states the level-fashion modulating interrelations between distractor effects of different classes.
This article describes the expierence of studying factors influencing the social well-being of educational migrants as mesured by means of a psychological well-being scale (A. Perrudet-Badoux, G.A. Mendelsohn, J.Chiche, 1988) previously adapted for Russian by M.V. Sokolova. A statistical analysis of the scale's reliability is performed. Trends in dynamics of subjective well-being are indentified on the basis the correlations analysis between the condbtbions of adaptation and its success rate, and potential mechanisms for developing subjective well-being among student migrants living in student hostels are described. Particular attention is paid to commuting as a factor of adaptation.