| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 90 === The brand management and practical experience of commerce business which identifying picture and distinct from competitor have becoming better and approaching perfection day by day. For the nonprofit organization, facing the funding activities and resource attraction are very intense, Roberts-Wray(1994) suggests that nonprofit organization should adopt the techniques of brand management. However, there are many differences between brand of nonprofit organization and commercial sector, so nonprofit organization needs to establish a more coherent and individual brand image, then through placing more on what it stands for and developing relationships with donors. Therefore, it is an important objective for nonprofit organization that through molding good brand image to hold together with donors in order to reduce switching intention.
Following donating competition increasingly and the change of the viewpoint of marketing nature, nonprofit organization accepts marketing principle gradually and relationship marketing has established long relationship with donors to recover high floating rate of the civil that enhances loyalty of donors and views them as partners. Moreover, the bonds that come into existence of brand and customer can explain buyer-seller relationships successfully and constitute exit barriers for the both sides. In this regard, the medium role of relationship bonds probes into the influence between the brand image of nonprofit organization and switching behavior of donors.
According to firstly review some themes including ’brand of nonprofit organization and commercial sector’, ‘the multiple level of relationship bonds’ and ‘switching behavior’, in the cause of providing the conceptual research framework and four related hypotheses to the framework. Secondly, the donors of the foundations of charity and social welfare have been selected for the sampling frame and collects information about questionnaire scale by decorating questions of empirical researches previously and the result of interviewing the workers of foundation. Then, through the related statistical analyses treat the datum of questionnaire, the result shows that nonprofit organizations have to learn the manageable skills of commercial brand and communicate to the main civil. By establishing a more coherent and individual brand image can take more somebody''''s part and social resources. In addition, it can prevent the donors from ending off relationship that enhances the interaction between donors and nonprofit organization emphasizing and solving them suggestions and receptions.
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