International Review on Public and Nonprofit Marketing 

About: International Review on Public and Nonprofit Marketing is an academic journal published by Springer Science+Business Media. The journal publishes majorly in the area(s): Social marketing & Higher education. It has an ISSN identifier of 1865-1984. Over the lifetime, 406 publications have been published receiving 4515 citations.

Understanding university image: a structural equation model approach

Abstract: Over the last years, institutional image management has become a critical element to the competitiveness of higher education institutions. The aims of this study are to review the organizational image construct; explore the process of image formation and analyze the impact of the different source factors on university’s image. A sample of 1024 university student was surveyed to test a conceptual model of university image formation trough structural equations. The results show that, nevertheless all factors being significant to image formation, the university social life atmosphere and employment opportunities are the most important predictors. As a result, this study is important for researchers and practitioners, as it presents a different approach to image measurement, it provides a new framework to assess university image formation and, at the same time, helps managers to understand that educational related factors aren’t the only ones where they should focus to successful differentiate their institutions and remain competitive.

Consumers’ responses to cause related marketing: moderating influence of cause involvement and skepticism on attitude and purchase intention

Abstract: Cause related marketing (CrM) has been increasingly becoming a mainstream of corporate marketing plans. The purpose of this study is to investigate the effect of CrM on attitudes and purchase intention and also the moderating role of cause involvement and skepticism (as covariates) on attitude-intention rationale. The study utilizes experimental design, using a convenience sample of 424 participants in Gujarat. Two structured questionnaire each for experimental group and control group were developed. The stimulus provided is in the form of brand name, product portfolio and CrM ad itself in the questionnaire for experimental group. Using Analysis of Covariance (ANCOVA), study demonstrates that CrM improves the attitude towards brand, attitude towards an ad and purchase intention. Additionally, effect of CrM on attitude-purchase intention link is more explained if consumers are more involved with cause. Skepticism is not relevant to attitudes and purchase intention. This study helps companies to rethink on selecting. It also provides the insights to marketers about how cause involvement influences attitudes and intention and thus adds some valuable theory to the CrM literature.

University marketing directors’ views on the components of a university brand

Abstract: Marketing and communications directors and managers in 25 universities in London and the south east of England were interviewed to establish their opinions regarding the major components of a university brand that they deemed to be relevant to student recruitment. The respondents described ten main elements of a university brand that they believed prospective students take into account when evaluating institutions. These included a university’s educational identity (notably vis-a-vis whether it pursued a widening participation agenda and the degree of diversity of its student body), the institution’s location, the employability of its graduates, its visual imagery and its general ‘ambience’ (as being ‘friendly’, ‘welcoming’, etc.). Reputation, sports and social facilities, learning environment, courses offered and community links were also assumed to represent important factors of a university’s brand, looked at from a potential student’s point of view. Interviewees from post-1992 (i.e. mass market) universities voiced concerns regarding the need to transmit certain forms of marketing message about the non-traditional natures of their student intakes (in order to defend their core markets) and the negative impact this might have on a post-1992 institution’s capacity to recruit in other market segments.

Motivations to volunteer: The role of altruism

Abstract: The objective of this study is to examine the motivations of college students to engage in volunteering with the purpose of increasing understanding of the choices made by these individuals to volunteer. Specifically, what role does altruism play in the motivations of college students to volunteer? The findings from this study indicate that, of the various motivations that young adults possess to volunteer, altruism appears to be involved with each. Consequently, it appears that appealing to the altruistic motivations of potential new young adult volunteers may be a profitable strategy to attract volunteers regardless of the primary motivations to volunteer that the potential volunteers may possess.