Consumer Behaviour and Private Donations: The Effect of Marketing Communication and the Reputation of Non-profit Organisations
Identifikátory výsledku
Kód výsledku v IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F20%3AA0000139" target="_blank" >RIV/47813059:19520/20:A0000139 - isvavai.cz</a>
Výsledek na webu
<a href="http://dx.doi.org/10.1007/978-3-030-47380-8_15" target="_blank" >http://dx.doi.org/10.1007/978-3-030-47380-8_15</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1007/978-3-030-47380-8_15" target="_blank" >10.1007/978-3-030-47380-8_15</a>
Alternativní jazyky
Jazyk výsledku
angličtina
Název v původním jazyce
Consumer Behaviour and Private Donations: The Effect of Marketing Communication and the Reputation of Non-profit Organisations
Popis výsledku v původním jazyce
The main goal of this chapter is to determine an optimal communication mix with donors in non-profit organisations within a social marketing concept based on the reputation of an organisation. Each donor or end-user of social services or products fills the role of “non-profit organisation customers”. This relationship is influenced by trust, transparency and communication with public supporters. The case study is conducted using mixed methods based on secondary data (eight well-known concepts will be analysed), and primary data survey based on 87 interviews will be presented to determine the optimal communication strategy to minimise barriers and motivate donors to support selected non-profit projects. Four research questions will be answered, pertaining to: (1) the means of communication by which to share information about donations, (2) which communication channels are negatively ranked by donors, (3) the best concept of the communication mix in case studies, and (4) the worst concept of communication.
Název v anglickém jazyce
Consumer Behaviour and Private Donations: The Effect of Marketing Communication and the Reputation of Non-profit Organisations
Popis výsledku anglicky
The main goal of this chapter is to determine an optimal communication mix with donors in non-profit organisations within a social marketing concept based on the reputation of an organisation. Each donor or end-user of social services or products fills the role of “non-profit organisation customers”. This relationship is influenced by trust, transparency and communication with public supporters. The case study is conducted using mixed methods based on secondary data (eight well-known concepts will be analysed), and primary data survey based on 87 interviews will be presented to determine the optimal communication strategy to minimise barriers and motivate donors to support selected non-profit projects. Four research questions will be answered, pertaining to: (1) the means of communication by which to share information about donations, (2) which communication channels are negatively ranked by donors, (3) the best concept of the communication mix in case studies, and (4) the worst concept of communication.
Klasifikace
Druh
C - Kapitola v odborné knize
CEP obor
—
OECD FORD obor
50204 - Business and management
Návaznosti výsledku
Projekt
—
Návaznosti
S - Specificky vyzkum na vysokych skolach
Ostatní
Rok uplatnění
2020
Kód důvěrnosti údajů
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Údaje specifické pro druh výsledku
Název knihy nebo sborníku
Perspectives on Consumer Behaviour
ISBN
9783030473792
Počet stran výsledku
20
Strana od-do
319-338
Počet stran knihy
338
Název nakladatele
Springer
Místo vydání
Cham
Kód UT WoS kapitoly
—