在非營利組織中，基金會是主要的組織型態，這些基金會大多需要依賴募款才能持續發展與永續經營。然而，在眾多的基金會中如何提升募款績效，儼然成為基金會管理當局亟需思考的問題。許多基金會便開始引進行銷概念，以協助其發展募款策略，品牌即為其中重要的策略。故而，基金會是否能藉由品牌知名度來提高品牌形象，進而帶動民眾的捐贈意願，實為值得研究的議題。本研究目的係在探討基金會的品牌知名度、品牌形象與捐贈意願三者之間的關聯性，並檢視品牌形象在品牌知名度與捐贈意願之間的中介效果。分析結果顯示，品牌知名度會經由品牌形象對捐贈意願產生正向影響，換句話說，品牌形象在品牌知名度與捐贈意願之間具有中介作用。因此，基金會管理當局應致力於建構良好的品牌知名度，以產生正面的品牌形象，進而提升民眾之捐贈意願。最後，本研究根據研究結果提出基金會品牌管理方面之相關建議。 The foundation is main type of organization among nonprofit organizations. The foundations have to dependent on fundraising in order to keep developing and operating. However, how to increase the performance of fundraising among the various foundations has become a significant problem for each manager of foundation. A lot of foundations adopt the concepts of marketing to make the fundraising strategies. Branding has been considered as one of the important strategies. Hence, it is an important issue that whether the positive brand awareness of a foundation could increase its brand image, and then motive the monetary donation intention. The purpose of this study is to explore the relationship among brand awareness, brand image, and monetary donation intention in foundation. Furthermore, this study examines the mediating effect of brand image between brand awareness and monetary donation intention. The results indicate that brand awareness has a significant impact on monetary donation intention through brand image. In other words, brand image acts as a mediator between brand awareness and monetary donation intention. Thus, the managers of foundations should endeavor to construct the favorable brand awareness in order to generate the positive brand image, which in turn encourage the monetary donation intention. Finally, this study proposes several implications and suggestions regarding the brand management of foundations based on the empirical results.
