KÂR AMACI GÜTMEYEN KURULUŞLARDA MARKA İMAJININ İNCELENMESİ VE TÜRK KIZILAY’I BAĞIŞÇILARININ KÜMELENMESİ

The aim of this research is to reveal the status of the brand images of non-profit organizations (NPOs) in Turkey through a perception map. It is also aimed to examine the effects of the brand associations to the donation intention Turkish Red Crescent, and to define the individuals who have the intention to donate as a market segment with the CHAID technique. In this context, a study was conducted for six NPOs (Turkish Red Crescent, LÖSEV, THK, IHH, Turkey Diyanet Foundation and TEMA). The data was collected via online form from 772 participants by using judgmental sampling method. According to the results, LÖSEV and Turkish Red Crescent were the organizations that created the most positive associations, while the Turkish Diyanet Foundation was the organization that failed to create positive associations relatively. To the CHAID analysis specifically for the Turkish Red Crescent, it has been revealed that the associations of useful, efficient, and helpful are effective on donation intentions. According to these associations, four different market segments have been defined for the Turkish Red Crescent. Finally, it has been revealed that brand associations do not differ according to gender and education level of the participants but differ according to age and income status.