The Effects of Brand Image on Donation: Case Study of Imam Khomeini Relief Foundation

One of the important communicative tools in customer relationship management is brand. Brand is a name, term, sign, symbol, design or a combination of them with the aim of identification of goods and services from other competitors. Also, donating is of great importance from social status and advertisement value. The present study aimed to investigate the effect of usefulness, efficiency, emotional and dynamics of brand and the change of image of brand of Imam Khomeini relief foundation on the tendency of people to donate. The residents of Qazvin province were tested by survey and questionnaire. The study is applied in terms of purpose and survey in terms of implementation. Its content validity is investigated by Lawshe coefficient. Internal consistency method was used to evaluate reliability of questionnaires and faced validity was evaluated by Cronbach’s alpha. The hypotheses are tested by structural equations modeling by AMOS 18 and SPSS 16 software. The results showed that good brand image leads to the increase of donations and a strong brand is of great importance. Some components as loyalty, awareness, conception of quality, consideration and support can achieve usefulness of a brand. Creating deep relation with people from emotional aspects causes that people help these organizations with the request of charity organizations and efficiency dimension improves productivity and increasing of receiving donations.

Donation, Brand image, Usefulness of brand , Performance of brand, Imam Khomeini Relief foundation