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Journals / İşletme Bilimi Dergisi / 2025 / Cilt: 13 Sayı: 3

A Study on Brand Perception and Equity of Volunteers

Gönüllülerin Marka Algısı ve Denkliğine İlişkin Bir Araştırma

Ömer Faruk Aydemir
Ömer Torlak
Pages
532–554
Publication Date
2025-11-30
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Almost all of the participants stated that NGOs should be strong brands, and in this direction, they pointed out that NGOs should: Develop effective communication, monitor institutional success and performance, become institutionalized and seek social harmony.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This study aims to understand the motivations of NGO volunteers to volunteer, their volunteering behaviours, their perspectives on the concept of volunteering, and how they evaluate the NGO structures they volunteer for as a brand.
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Key Findings & Data:In this context, the survey technique, which is a quantitative research method, was preferred.
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Conclusion & Impact:Almost all of the participants stated that NGOs should be strong brands, and in this direction, they pointed out that NGOs should: Develop effective communication, monitor institutional success and performance, become institutionalized and seek social harmony.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:STK Markası · Tüketim Değeri · Marka Denkliği

Abstract

This study aims to understand the motivations of NGO volunteers to volunteer, their volunteering behaviours, their perspectives on the concept of volunteering, and how they evaluate the NGO structures they volunteer for as a brand. In this context, the survey technique, which is a quantitative research method, was preferred. The survey form of the study, in which the simple random sampling method was used, was created via Google Forms and sent to the NGOs based Türkiye via e-mail. As a result of the descriptive analysis of the research data; it was understood that volunteering is interpreted within the framework of helping, giving up oneself, thinking of others, unconditional support, emotional good feeling, and the understanding of goodness. It was determined that the reasons for volunteering include: Being useful to those in need and to society, providing unconditional support, making oneself and others happy, seeking inner peace, and seeking spiritual impact. While volunteering is a recommended activity, it was understood that there are serious reservations about paid work in the NGOs where volunteers are made. Almost all of the participants stated that NGOs should be strong brands, and in this direction, they pointed out that NGOs should: Develop effective communication, monitor institutional success and performance, become institutionalized and seek social harmony.

Özet

Bu araştırmada STK gönüllülerinin gönüllü olma motivasyonları, gönüllülük davranışları, gönüllülük kavramına bakış açıları ve gönüllü oldukları STK yapılarını bir marka olarak nasıl değerlendirdiklerinin anlaşılması amaçlanmıştır. Bu doğrultuda kantitatif araştırma yönteminden olan anket tekniği tercih edilmiştir. Basit tesadüfi örnekleme metodunun kullanıldığı araştırmanın anket formu Google Forms üzerinden oluşturularak Türkiye’de kurulu STK’lara e-posta olarak iletilmiştir. Araştırma verilerinin betimsel analizleri sonucunda; gönüllülüğün yardım, kendinden vazgeçiş, başkasını düşünebilme, karşılıksız destek, duygusal iyi his, iyilik anlayışı çerçevesinde anlamlandırıldığı anlaşılmıştır. Gönüllü olma gerekçeleri arasında: İhtiyaç sahiplerine ve topluma faydalı olmak, karşılıksız destek sunmak, kendini ve bir başkasını mutlu etmek, içsel huzur arayışı, ruhsal etki arayışının olduğu tespit edilmiştir. Gönüllülük önerilen bir aktivite olurken gönüllü olunan STK’larda ücretli çalışmaya dair ciddi çekincelerin olduğu anlaşılmıştır. Katılımcıların tamamına yakını STK’ların güçlü birer marka olması gerektiğini belirtirken bu doğrultuda STK’ların: Etkin iletişim geliştirmesi, kurumsal başarı ve performans takibini yapması, kurumsallaşması ve toplumsal uyumu araması gerektiğini işaret etmiştir.

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Cite This Article

Aydemir, Ö. F., Torlak, Ö. (2025). A Study on Brand Perception and Equity of Volunteers. İşletme Bilimi Dergisi, Cilt: 13 Sayı: 3, 532–554. https://doi.org/10.22139/jobs.1737875

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