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| 題 名 | 品牌知名度與領導行為對非營利組織成員忠誠度之相關研究=The Study of Brand Awareness and Leadership Behavior on Member Loyalty in Non-Profit Organization |
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| 作 者 | 沈昭吟; 陳怡汝; | 書刊名 | 第三部門學刊 |
| 卷 期 | 10 2008.09[民97.09] |
| 頁 次 | 頁35-66 |
| 分類號 | 546 |
| 關鍵詞 | 非營利組織; 品牌知名度; 領導行為; 組織信任; 組織忠誠度; NPO; Brand awareness; Leadership behavior; Organization trust; Organization loyalty; |
| 語 文 | 中文(Chinese) |
| 中文摘要 | 無論是營利組織或非營利組織,其經營都會受到外在環境所影響,因此,組 織必須適時地調整自身的管理方式來因應外在環境的變化。在過去的研究中,品 牌知名度及行銷的概念大多運用於營利類型之企業,鮮少為非營利事業所重視。 本研究欲證明非營利組織也如同營利組織一般,必須重視其品牌知名度,並運用 品牌知名度來增強組織的運作與發展,同時加強組織成員對組織的忠誠度。 本研究旨在探討品牌知名度與領導行為是否能夠影響組織成員對組織的信任 與認同,甚至對組織產生忠誠度。經採用問卷調查法,以國際佛光會中華佛光青 年總團的大專院校香海社團為研究對象,所得資料以信度分析、相關分析與迴歸 分析等方法進行分析研究,其主要發現包括:一、若加強非營利組織的品牌知名 度將可提高組織成員對組織之忠誠度;二、組織領導行為是影響組織成員對組織 之忠誠度的主要因子。 |
| 英文摘要 | No matter profit or NPOs (non-profit organizations), its management way is effected by the changing of external environment. Therefore, organizations need to adjust their management ways timely in order to adapt to the changing of environment. Usually, the brand awareness is using studied for the profit organization in the past, and rarely analyzed in the studies on NPOs. This study provides the evidence that NPOs need to pay attention to brand awareness as well as the profit organizations. Moreover, the NPOs also need to use the brand awareness to improve their development. Meanwhile, NPOs also need focus on increase its brand awareness to enhance members’ loyalty of the organization. The main purpose for this study is providing the evidence that whether the brand awareness and the leadership behavior will affect members’ assurance, identification or even the loyalty? With the methodology of questionnaire survey, and took the sub-divisions in universities of “BLIA, Young Adult Division” and employs it as the major subject. It obtained data was then analyzed by reliability test, correlation test, and regression test; its main findings are as below: 1) Enhancing NPO’s brand awareness can increase members’ loyalty to the organization; 2) The organization’s internal leadership behavior is the main factor to affect members’ loyalty. |
本系統中英文摘要資訊取自各篇刊載內容。