A Study of General Public Perception of Non-Government Organiztions: The Case of the Legal aid Foundation

• Main Authors: Hsiang-fan Liao, 廖湘帆
• Other Authors: Rong–Chuen (Ron) Yeh
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/19042657462848091366

碩士 === 美和技術學院 === 經營管理研究所 === 94 === There are more and more non-governmental organizations and non-profit organizations arising. They combine public resources in order to service society. For non-governmental organizations who wish to expand their services, the organizations image and public awareness must be considered a non-governmental organization’s brand is the organization’s image. Non-governmental organizations who want to execute their mission must have a well organized image. This study aims at the non-governmental Legal Aid Foundation, the effects of its brand image and its connection to public perception. Through the literature review, the study compiles a perceived correlation, and the use of questionnaires analyzes the Legal Aid Foundation’s brand image and brand connection to the public. The analyzed results can provide the Legal Aid Foundation a basis for marketing strategy. The study sent out 600 questionnaires and retrieved 330 (at a retrieval rate of 55%). By using SPSS to analyze the data, the flowing has been found. 1.The legal Aid Foundation’s brand image is correlated to public perception. 2.The legal Aid Foundation is not effectively perceived by the public.. 3.The legal Aid Foundation’s brand connection will affect the public perception brand image.