The Impact of Charitable Initiatives on Enhancing Brand Image in the Context of the UAE: A Case Study of Sharjah Charity Association

Document Type : Original Article

Authors

1 Master’s Researcher - University of Sharjah, Department of Mass Communication - United Arab Emirates

2 Associate Professor -University of Sharjah, Department of Mass Communication - United Arab Emirates

Abstract

The analysis looks at how charitable projects help to boost a brand’s image and reinforce the UAE's reputation worldwide, based on the Sharjah Charity Association (SCA). With humanitarian diplomacy becoming an important strategy for the UAE, this study looks at how SCA’s activities are related to the media, how the public views them, and how they help shape the national brand. A mixed-methods approach was adopted to gain a comprehensive understanding of these dynamics. Quantitatively, data were collected through a structured survey distributed among 201 respondents across various Emirates. The survey measured perceptions of SCA’s objectives, communication strategies, media representation, and contributions to the UAE’s global image. Descriptive statistics and Pearson correlation analyses were conducted to interpret the data. The findings show that people agree SCA’s activities have definite targets, directly benefit the community, and match the UAE’s humanitarian and diplomatic principles—media reports on the internet help to create good opinions about travel. A strong link was found between media coverage, trust in the organization, and backing for its projects. It was determined that good strategic humanitarian work, along with media outreach and good communication, can benefit both an organization’s and a country’s brand reputation. The findings offer new ideas for research and practice in humanitarian public relations and soft power, focused on non-Western countries, and suggest how NGOs can connect their charitable efforts with reputation management.

Keywords

Files

Share

How to cite

Statistics