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A Study on the Conceptualization of Folk Religion Temple Donation

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Author(s): Jer San Hu | Haw Ran Wong

Journal: International Journal of Business and Management
ISSN 1833-3850

Volume: 6;
Issue: 7;
Date: 2011;
Original page

ABSTRACT
This research sought to understand, from the not-for-profit (NPO) marketing perspective, the conceptualizationof donation to folk religion organizations in the Chinese context. Using the Brand Concept Map (BCM) method,this research was able to explicate the complex associations in the perception of donation in a graphical networkstructure. Associations such as gaining merit, pray for peace and repaying society; and the patterns ofinterconnection between the belief, custom, personal and social elements influenced by cultural-religious factorswere identified. This research found that the network of associations in donors’ memory, consisted by variouselements, constituted the relevant values for donors. This research contributed in the understanding of donationon the associations, network and cultural-religious levels. Methodology was being advanced in this study, wherethe network structure of donors’ associations was considered. Additionally, the framework of relevantassociations, elements and values were identified, which might be leveraged in fundraising strategy

Tango Jona
Tangokurs Rapperswil-Jona

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