Brand Equity In NGO: A Case Study Of Public Perceptions Towards GOPIO Malaysia

Sashidharan Santhesegaran, (2021) Brand Equity In NGO: A Case Study Of Public Perceptions Towards GOPIO Malaysia. Masters thesis, Open University Malaysia (OUM).


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Branding helps to broaden reach, gain recognition, connect people and supports to advance the mission of an organisation. Although branding is important, many Non-Governmental Organisations (NGOs) are unable to focus on branding and to evaluate their brand, often due to limited expertise, facilities and financial capacity. This research paper studies the Brand Equity of NGOs by evaluating Public Perceptions towards NGOs in Malaysia. The research has engaged three variables from Aaker’s Brand Equity Theory namely Brand Awareness, Brand Loyalty and Brand Association. The research case study sample was GOPIO (Global Organisations of People of Indian Origin), a diaspora-networking organisation in Malaysia. The research conducted a quantitative survey on the Malaysian Indian Community, namely members, associates and friends of GOPIO in Malaysia. The research found that Brand Awareness, Brand Loyalty, Brand Association and Brand Trust are all positively related, and confirmed that Brand Loyalty and Brand Association have a strong relationship. The research also found the level of trust in GOPIO to be very high. The research concluded that Brand Awareness, Brand Loyalty and Brand Associations together, do not qualify as the best predictors for Brand Trust, while Brand Association emerged as the best predictor for Brand Trust. The research rejected Brand Awareness as a predictor for Brand Trust as most of the respondents were well aware of GOPIO. The findings of this research shall benefit organisations and researchers, particularly involving Brand Equity, NGO branding and Malaysian Indian NGOs.

Item Type: Thesis (Masters)
Additional Information: A Master’s Project submitted in partial fulfilment of the requirements for the degree of Master of Corporate Communication
Uncontrolled Keywords: Brand equity theory, Branding, Non-Governmental Organisation, Malaysian Indian community, Diaspora networking, MCC
Subjects: H Social Sciences > HD Industries. Land use. Labor
HD Industries. Land use. Labor
Divisions: Cluster of Education and Social Sciences
Depositing User: Shahril Effendi Ibrahim
Date Deposited: 23 Jul 2021 11:53
Last Modified: 23 Jul 2021 12:29

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