Analysis Of Greenpeace As A Likeable Organization
Framework
Reputation
In order to measure the Reputation (how people evaluate the company) that is the depended variable of the study, we used a combination of reputation measurement scales, especially built for non-profit sector (like Greenpeace) from Sarstedt and Schloderer (2009). Responses vary on five-point Likert scale from “Strongly agree” (1) to “Strongly disagree” (5). In the original form the scale consists of 23 items, something that would lead to a really long survey. Therefore, we chose to include 14 out of the 23 items, based on similarities of the items and on what is more relative to the storytelling. Most items such as “I regard Greenpeace as a likeable organization” serve to present the attitudes towards the company. There …show more content…
Lastly, there are the items “I would like to see myself working at Greenpeace”, “I would donate to Greenpeace” giving the options of 0 euros, 5 euros, 20euros, 50euros, 100 euros and “I would like to volunteer for Greenpeace if I had the chance” that present respondents opinions about Greenpeace in a …show more content…
The first item “I enjoyed reading the story” regards the feelings deriving from reading the story. The items “the story helped me understand Greenpeace function”, “the story helped me understand Greenpeace vision” and “the story explained that the mission of Greenpeace is to ensure that earth can nurture life in all its diversity” serve to help us understand how useful the respondents consider the story. Through the next two items “the story aimed to provide information about Greenpeace” and “the story aimed to increase action (donations or volunteering)” we want to understand whether participants perceived the story as informative or motivating. Following, there are the items “the main character (Green Peace) was honest” and “the main character cares about the environment” that indicate whether we managed to manipulate participants to have positive attitude towards Greenpeace’s motives. Last, the item “I would like to help the main character to solve the problem” indicates whether we managed to create bonding between the reader and the character, something that was our purpose through the manipulation. After conducting reliability analysis, the scale proved to be reliable with Cronbach's alpha =
Reputation
In order to measure the Reputation (how people evaluate the company) that is the depended variable of the study, we used a combination of reputation measurement scales, especially built for non-profit sector (like Greenpeace) from Sarstedt and Schloderer (2009). Responses vary on five-point Likert scale from “Strongly agree” (1) to “Strongly disagree” (5). In the original form the scale consists of 23 items, something that would lead to a really long survey. Therefore, we chose to include 14 out of the 23 items, based on similarities of the items and on what is more relative to the storytelling. Most items such as “I regard Greenpeace as a likeable organization” serve to present the attitudes towards the company. There …show more content…
Lastly, there are the items “I would like to see myself working at Greenpeace”, “I would donate to Greenpeace” giving the options of 0 euros, 5 euros, 20euros, 50euros, 100 euros and “I would like to volunteer for Greenpeace if I had the chance” that present respondents opinions about Greenpeace in a …show more content…
The first item “I enjoyed reading the story” regards the feelings deriving from reading the story. The items “the story helped me understand Greenpeace function”, “the story helped me understand Greenpeace vision” and “the story explained that the mission of Greenpeace is to ensure that earth can nurture life in all its diversity” serve to help us understand how useful the respondents consider the story. Through the next two items “the story aimed to provide information about Greenpeace” and “the story aimed to increase action (donations or volunteering)” we want to understand whether participants perceived the story as informative or motivating. Following, there are the items “the main character (Green Peace) was honest” and “the main character cares about the environment” that indicate whether we managed to manipulate participants to have positive attitude towards Greenpeace’s motives. Last, the item “I would like to help the main character to solve the problem” indicates whether we managed to create bonding between the reader and the character, something that was our purpose through the manipulation. After conducting reliability analysis, the scale proved to be reliable with Cronbach's alpha =