The increasing participation of nongovernmental organizations (NGOs) in addressing developmental issues has resulted in a surge of NGOs globally and, consequently, intensified the competition among them for donations. NGOs, a type of nonprofit organization (NPO), have a distinctive characteristic: promoting a particular cause, which often pertains to social and political issues in an international context. The enhanced brand equity of NGOs can result in increased donor attraction, leading to a rise in both their amount of donations and donor loyalty. Conceptualizations of NGO brand equity, however, are scarce. This study thus critically reviews the current literature on NPO brand equity and proposes some guidelines for future, distinctive donor-based brand equity models for NGOs. Our results also have important managerial implications for NGOs, highlighting relevant aspects in the brand equity building process that suggest future lines of research.

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探索非政府组织捐助者品牌资产的维度：文献综述

非政府组织（NGO）越来越多地参与解决发展问题，导致全球非政府组织数量激增，从而加剧了它们之间的捐赠竞争。非政府组织是非营利组织 (NPO) 的一种，具有显着特征：促进特定事业，该事业通常与国际背景下的社会和政治问题有关。非政府组织品牌资产的增强可以增加捐赠者的吸引力，从而提高其捐赠金额和捐赠者忠诚度。然而，非政府组织品牌资产的概念却很少。因此，本研究批判性地回顾了当前有关非营利组织品牌资产的文献，并为非政府组织未来独特的基于捐赠者的品牌资产模型提出了一些指导方针。我们的结果对非政府组织也具有重要的管理意义，强调了品牌资产建设过程中的相关方面，为未来的研究方向提出了建议。