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| Constructing Dimensions of Brand Orientation for Chinese Charitable Organizations |
| HUANG Guang，YE Huiling，ZHOU Yanfeng，LUO Wenen |
| 1. Guangdong University of Finance & Economics, Guangzhou, China; 2. Sun Yat-sen University，Guangzhou, China; 3. Shenzhen University, Shenzhen, Guangdong, China |
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Abstract This study centers on government-organized and grassroots charitable organizations, and adopts multiple-case qualitative method to analyze managers’ perception and implementation of brand orientation and further creates a theoretical framework for dimensions of brand orientation that corresponds with Chinese context by in-depth interviews with middle and senior managers. The result indicates that brand orientation’s dimension can be divided into four parts, which are brand awareness, brand recognition, brand interaction and brand orchestration. Generally speaking, government-organized and grassroots charitable organizations have salient difference in terms of the perception and practice on brand orientation. The government-organized charities have weak consciousness of brand orientation and usually take themselves as assistants of government, and hence put more attention to the relations to the authorities, while the perception and practice on brand orientation varies dramatically among different grassroots charities.
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Received: 04 April 2016
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2016, Vol. 13 
