NGO Management and Brand Strength with Social Marketing Context: The Cide LAG

Alp Par; Orhan Polat

doi:10.23762/FSO_VOL12_NO4_7

Published : 2024-12-31

Vol. 12 No. 4 (2024)

NGO Management and Brand Strength with Social Marketing Context: The Cide LAG

Alp Par

https://orcid.org/0000-0002-4174-8651

Orhan Polat

https://orcid.org/0000-0002-0065-2346

DOI: https://doi.org/10.23762/FSO_VOL12_NO4_7

Abstract

Non-governmental organisations (NGOs) are entities that independently engage with various societal issues. Research into whether these organisations achieve their defined goals and whether they are well-managed is limited. The purpose of the research is to determine whether NGOs are managed effectively/efficiently, whether they create social marketing and brand strength, and also to raise awareness of NGO management, social marketing, and brand strength. The research question is as follows: have NGOs created social marketing and brand strength through effective and efficient management? The research was conducted in the province of Kastamonu, specifically in the districts and villages of Cide, Pınarbasi, and Senpazar, which fall within the operational area of the Cide Local Action Group (LAG) Association, using a convenience sampling method with a questionnaire consisting of 35 questions. Out of the 450 distributed questionnaires, 403 were returned, but only 400 of them were considered for evaluation. Based on the assessment range of arithmetic mean values on a five-point Likert scale, falling within the range of "agree", it is determined that the Cide LAG Association is well-managed in terms of social marketing and brand strength. Accordingly, for NGOs aiming for success, it is recommended that training be provided in civil society, management–organisation, NGO management, social marketing, and brand strength based on the findings of this research.

Keywords:

NGO management, management, social marketing, brand strength, LEADER approach.

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Par, A., & Polat, O. (2024). NGO Management and Brand Strength with Social Marketing Context: The Cide LAG. Forum Scientiae Oeconomia, 12(4), 122–138. https://doi.org/10.23762/FSO_VOL12_NO4_7

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