| Summary: | 碩士 === 南華大學 === 企業管理系管理科學碩博士班 === 98 === No matter profit or non-profit organizations (NPOs), their management ways are effected by the changing of external environment. Therefore, organizations need to adjust their management ways frequently in order to adapt to the changing of environment. Usually, the brand awareness is using studied for the profit organization in the past, and rarely analyzed in the studies on NPOs. This study provides the evidence that NPOs should pay attention to brand awareness and leadership behavior as well as the profit organizations. Moreover, the NPOs also need to use the brand awareness to improve their organization development and by increasing their brand awareness in order to enhance organization members'' loyalty.
Firstly, this research is using quantification analytic method to provide the evidence that whether the band awareness and the leadership behavior will affect members'' assurance, identification or members'' loyalty. By using the methodology of questionnaire survey in the sub-divisions in universities of "BLIA, Young Adult Division, R.O.C." and obtain data analyzed by reliability test, correlation test, and regression test. The main findings are as below: (1) By enhancing NPO''s brand awareness can increase organization members'' loyalty (2) Brand Awareness and Leadership Behavior and Member Loyalty are mediated effect by organizations trust and organizations identification.
Finally, by using Buddhist Systems Methodology (BSM) to recognize real problems and gather ideas from organization members in order to develop a set of marketing strategy for enhancing brand awareness. The marketing strategy process includes: (1) Select the market of goal; (2) identify the market; (3) Decide products (or activity) types; (4)Marketing channel. The purpose of marketing strategy process is to enhance organizations'' brand awareness and leadership behavior in order to increase the degree of organization members''loyalty.
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