本文借助计算机辅助(CAT)技术,采用网络调查问卷的方式,研究慈善组织的品牌形象对公民慈善捐赠的影响。研究发现:慈善组织的品牌形象由慈善组织的品牌知名度、品牌认可度、品牌关注度、品牌美誉度、品牌激进度五个方面组成;对公民慈善捐赠动机产生影响的主要是慈善组织的品牌知名度、品牌认可度、品牌关注度、品牌美誉度四个方面。 This paper studies the impact of charity’s brand image on citizen’s charitable donations by means of computer-aided (CAT) technology and online questionnaire. The research found that the brand image of charitable organizations is composed of five aspects: brand awareness, brand recognition, brand awareness, brand reputation and brand motivation of charitable organizations. The main influence on the motivation of citizens’ charity donation is the brand awareness of charitable organizations , Brand recognition, brand awareness, brand reputation in four areas.