Abstract
This research sought to understand, from the not-for-profit (NPO) marketing perspective, the conceptualizationof donation to folk religion organizations in the Chinese context. Using the Brand Concept Map (BCM) method,this research was able to explicate the complex associations in the perception of donation in a graphical networkstructure. Associations such as gaining merit, pray for peace and repaying society; and the patterns ofinterconnection between the belief, custom, personal and social elements influenced by cultural-religious factorswere identified. This research found that the network of associations in donors’ memory, consisted by variouselements, constituted the relevant values for donors. This research contributed in the understanding of donationon the associations, network and cultural-religious levels. Methodology was being advanced in this study, wherethe network structure of donors’ associations was considered. Additionally, the framework of relevantassociations, elements and values were identified, which might be leveraged in fundraising strategy
Highlights
ISSN 1833-3850 E-ISSN 1833-8119 www.ccsenet.org/ijbm the fundraising and marketing tasks a more challenging one
Past studies mostly have focused on the established religious organizations such as the Buddhist and Christians based non–profit organizations (NPOs), whereas this study focuses on the folk religion temple of for three reasons
There were seven core brand associations found for Yung-Fu Temple donors, they were “Identification”, “merit before god (Merit)”, “Needs”, Incense/Oil”, “pledge made (Pledge)”, “Peace” and “Festival”
Summary
ISSN 1833-3850 E-ISSN 1833-8119 www.ccsenet.org/ijbm the fundraising and marketing tasks a more challenging one. Using the Brand Concept Map (BCM) method, this research was able to explicate the complex associations in the perception of donation in a graphical network structure. (refer to appendix: Table 1) The research used a five-step process mentioned in developing the consensus brand maps for “Temple” in general and “Fu-de” and “Yung-Fu” Temples’ donors in specific.
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