A influência da marca no terceiro setor: Ong adote um bigode

Abstract

In the present monograph, the influence of the brand in the third sector was approached, specifically in an NGO that fights for the animal cause, with the objective of analyzing the influence of the non-profit brand image. Specifically, identify the profile of users or donors and measure the brand image perceived by users/donors of the NGO. For the empirical investigation, the NGO Adote um mustache was used as an object, which operates in the city of Fortaleza, and is responsible for rescuing cats in their temporary homes, takes care of and promotes the adoption of animals through social networks. The analysis is based on studies of non-profit brands by Michel and Rieunier (2012). The methodology is carried out through a quantitative and descriptive approach. For the study, a questionnaire was applied to the followers of the profile of the NGO Adote um moustache, on the social network Instagram, where the majority of the public engaged with the activities of the NGO is centralized. The results suggest that the NGO Adote um mustache can be considered a strong brand. Only the dynamism dimension had a percentage below 70% of item agreement, which may indicate that some NGO actions were perceived by respondents as not being so modern and innovative. Finally, the respondents' intention in relation to donating money and time, the percentages were also below 70%, but they had neutral opinions regarding the contribution of money (11.58%) and personal time (13.68%).