ABSTRACT
This research explores the interplay between brand image, communitas, volunteer work engagement and affective commitment to develop understanding of the importance of fostering communitas experiences within voluntary organisations and communicating these to volunteers. The research draws on a survey of 1248 active Scout volunteers in Scotland, structural equation modelling using SmartPLS3 was used to develop a new theoretical model which measured both brand image and work engagement as second-order constructs. The findings indicate brand image has a positive relationship with communitas, work engagement, and affective commitment amongst volunteers, and that communitas and work engagement positively mediate the relationship between brand image and volunteer affective commitment. Consequently, we suggest non-profit managers should facilitate and deliver powerful communitas experiences for volunteers to enhance their engagement and affective commitment by emphasising communitas throughout volunteering programmes.
摘要
本研究探讨品牌形象、共同体、志愿工作参与与情感协作之间的相互作用,以理解在义工组织内培养共同体经历的重要性,并将这些经验传达给义工。该研究基于对苏格兰1248名活跃童子军志愿者的调查,使用SmartPLS3进行结构方程建模,建立了一个新的理论模型,将品牌形象和工作参与度作为二级结构进行测量。结果表明,品牌形象与志愿者的协作共同性、工作敬业度、情感协作之间存在正向关系,协作共同性和工作敬业度对品牌形象与志愿者情感协作之间的关系具有正向调节作用。因此,我们建议非牟利机构的管理人员应协助及提供强大的共同体经验予义工,透过在义工活动中强调共同体的重要性,加强他们的参与及情感协作。
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Disclosure statement
No potential conflict of interest was reported by the authors.