BRAND EQUITY AMONG NON-GOVERNMENTAL ORGANIZATIONS
The current investigation employs the brand equity framework developed by David Aaker to assess the brand equity of non-governmental organizations (NGOs). This study investigates the correlation between various dimensions of brand equity and the overarching brand equity of non-governmental organizations (NGOs). The dimensions that were utilized in this research comprise brand associations, brand loyalty, perceived quality, and brand awareness. One thousand individuals were surveyed for the purpose of data collection in this study. The profiles of the respondents were annotated utilizing SPSS. To demonstrate the significance of the prediction, both the Measurement and Structural Models were utilized in conjunction with the Partial Least Squares–Structural Equation Modelling (PLS-SEM) technique. The results of this study indicate that there is a noteworthy connection between brand associations, brand loyalty, perceived quality, and brand awareness concerning the overall brand equity. Moreover, through the utilization of Importance Performance Map Analysis, it has been determined that respondents hold brand associations in high regard in terms of performance and that they have a substantial impact on the significance of brand equity.