Factors Influencing the Brand Equity of Non-Profit Organizations (NPO)

Abstract

NPO has shown to be increasing gradually in the recent years in Malaysia. Due to the advert of social media, there are more NPOs from other countries with different kind of causes. Those NPO that are established locally in Malaysia, not only have to compete among them but also now have to compete with the global NPO for the scarce resources such as donations and human powers. Therefore, the competition of the non-profit sector in Malaysia is getting more intensive. Hence, many NPO started to realize the importance of having positive perceived brand equity to differentiate from the others of the same nature, while able to receive continuous support from the donors or supporters. Hence, this study intend to examine the relationship between four independent variables which are social media’s brand messages, brand identity, brand knowledge and event marketing and the dependent variable namely brand equity of NPO. The data for this study were analysed based on the questionnaires answered by 300 respondents. The gathered data were analysed for normality test and followed by correlation analysis. Due to the data were not distributed normally, the correlation analysis were done using Spearman’s Rank Correlation Coefficient. The results from this correlation revealed that all the independent variables (social media’s brand messages, brand identity, brand knowledge and event marketing) have a positive influence towards brand equity. Therefore, NPOs should focus on these factors as well in promoting their respective organizations.