Showing papers in "International Review on Public and Nonprofit Marketing in 2020"
TL;DR: In this paper, a bibliometric mapping technique is used to understand the evolution of social innovation and social entrepreneurship in the non-profit sector, which serves as a critical factor for social change.
Abstract: Nonprofit sector integrates an important part of the economy, which serves as a critical factor for social change. Social innovation and social entrepreneurship are of paramount importance for the nonprofit sector aiming to solve social needs. The purpose of this paper is, through bibliometric mapping techniques, based on 2695 documents, to understand thematic evolution of social innovation and social entrepreneurship. The main conclusion is that, from the analysis, we can see that the scientific production in this field of knowledge has intensified in recent years, but the centrality and the search density undergo major changes. New paths for future research are outlined.
36 citations
TL;DR: The concept of Social Innovation (SI) emerged 70 years after the work of pioneering researchers such as Schumpeter as mentioned in this paper, starting from the linear model of innovation, a systemic and expanded concept of innovation was reached, in which several social agents can be innovative and not only companies.
Abstract: The concept of Social Innovation (SI) emerged 70 years after the work of pioneering researchers such as Schumpeter. Starting from the linear model of innovation, a systemic and expanded concept of innovation was reached, in which several social agents can be innovative and not only companies. This research proposes to review and synthesize the evolution of innovation until reaching the focus on the analysis in the SI (origins, definition, agents, differences with other forms of creativity, contemporaneity of the concept, evolutionary perspective and political rhetoric). Through the methodology of the systematic review of the literature, an analysis by citations, content analysis and research by the references of the found articles was carried out. The results show a recent and somewhat marginal interest in the notion of SI, but with a contemporary intensification of studies, largely motivated by global socioeconomic and environmental changes. We intend to contribute to the systematization of the scientific knowledge of this field of study.
28 citations
TL;DR: In this paper, the authors explore how cause-related marketing influences consumer response in an online environment, by analyzing the relationships between consumers' perceptions of cause related marketing (CrM) and their behavioral intentions toward an online store.
Abstract: This article explores how cause-related marketing influences consumer response in an online environment, by analyzing the relationships between consumers’ perceptions of Cause-related Marketing (CrM) and their behavioral intentions toward an online store. Data was collected through an experiment using a sample of Portuguese respondents focusing on the effects of the cause–brand fit and consumer–cause identification on online stores perception and purchase intention. Structural equation modeling was used to analyze the data. The results show that consumer–cause identification has a positive impact on perceived value and that the relationship is moderated by brand–cause fit but it does not influence online purchase intention. Brand–cause fit was shown to have a positive influence on trust and online purchase intention, which is also impacted by perceived value. Trust was found to be a predictor of perceived value but not of the online purchase intention. The main contributions of the findings include the improved understanding of the importance of the fit to consumer’s perception and efficacy for online cause-related marketing campaigns.
24 citations
TL;DR: In this article, the authors explored consumer awareness and skepticism towards cause related marketing (CRM) which so far has received little attention from researchers and found that higher awareness could lead to higher skepticism.
Abstract: There has been an increase in number of skeptical consumers who do not trust the actions of the marketers. Cause related marketing (CRM) is primarily being used by companies to position themselves on a social platform to develop a positive image in the mind of their customers. It is being increasingly used in several countries to build long term relation between the company and the consumer. The growth of CRM is not restricted to developed countries but has been gaining increased attention in several emerging countries. Knowledge and awareness are necessary ingredients to increase effectiveness of CRM, lack of which may result in consumer skepticism. This study explores consumer awareness and skepticism towards CRM which so far has received little attention from researchers. Statistical analysis was employed to examine the role of socio-demographic variables on both these variables. Data was collected through a survey of 500 consumers from five cites. The findings suggest that higher awareness could lead to higher skepticism. Younger consumers and females were found to less skeptical about CRM. Important implications for researchers are drawn in this study in the area of consumer skepticism towards CRM pertaining to emerging markets like India.
20 citations
TL;DR: In this article, the authors argue for the practicality and usefulness of theory at all the stages of SM campaign development, and provide recommendations for researchers on how to make theoretical knowledge more accessible and promote dialogue with practitioners.
Abstract: Social marketing (SM) literature stresses the importance of a strong theoretical foundation for successful communication and campaign building. SM theories accumulate massive amounts of evidence about human behaviour and how to change it, however, only a small percentage of SM campaigns advocating changes in behaviour such as quitting smoking, losing weight, and avoiding texting while driving currently rely on findings from previous research, theories or models. This indicates a need for more dynamic knowledge translation between academics and practitioners and more actionable guidelines for practitioners on how to find and use prior relevant research, theories and models, and make use of them in their work. We argue for the practicality and usefulness of theory at all the stages of SM campaign development. Our method relies on mapping past research, SM theory literature and practical illustrations onto the recommended components of the effective SM campaign. We explain why theory is important and discuss how the appropriate theory for a given SM context and audience can guide in setting communication and campaign objectives, segmentation and targeting, and Product, Price, Promotion, and Place strategies. Our analysis is followed by general recommendations for practitioners on how to make the best use of research findings, theories, and models. We also provide recommendations for researchers on how to make theoretical knowledge more accessible and promote dialogue with practitioners. Our goal is to encourage more SM initiatives grounded in research, theory, and models.
18 citations
TL;DR: In this article, the authors applied an updated version of Vroom's (1964) expectancy theory of motivation to volunteerism to determine whether individuals who regularly volunteer and who volunteer in groups feel less powerlessness and have more positive attitudes toward charitable organizations and toward helping others.
Abstract: The attraction and retention of volunteers are vital components to the operation of a nonprofit organization (NPO). Understanding the motivations of volunteers is an important step to recruiting and retaining them. To add to our understanding of volunteer motivation, this research seeks to contribute to the nonprofit literature by applying an updated version of Vroom’s (1964) expectancy theory of motivation to volunteerism to determine whether individuals who regularly volunteer and who volunteer in groups feel less powerlessness and have more positive attitudes toward charitable organizations and toward helping others. Analysis of 210 surveyed consumers in a metropolitan area of approximately one million people in the midwestern U.S. found that individuals that volunteer on a regular, ongoing basis have significantly more positive attitudes toward charitable organizations and toward helping others in general. The results also indicated that individuals that volunteered as part of a group held more positive attitudes toward charitable organizations. Implications of these findings, limitations of the study, and directions for future research are provided.
16 citations
TL;DR: In this paper, a model capable of indicating the relationship between the dimensions of brand orientation of Nonprofit Organizations (orchestration, interaction and affect) with the attitude toward charity and donation intention was developed.
Abstract: This study aimed to verify the effects that the factors which constitute the brand orientation exert on the attitude toward charity and the donation intention. A model capable of indicating the relationship between the dimensions of brand orientation of Nonprofit Organizations (orchestration, interaction and affect) with the attitude toward charity and donation intention was developed. The target population is comprised of Brazilians who know about Nonprofit Organizations. A sample of 340 respondents was obtained. The proposed model was analyzed through Structural Equations Modeling (SEM) with partial least squares (PLS) measurement. The results support the hypothesis that the attitude toward charity has a significant influence on the intention of the Brazilians respondents to donate to Nonprofit Organizations and that the interaction dimension positively influences the attitude toward charity and the donation intention of these individuals, while the dimension of orchestration only influences the attitude towards charity, and the dimension affects only the donation intention.
16 citations
TL;DR: In this article, the authors proposed the concept of individual entrepreneurial orientation (IEO), based on the construct Entrepreneurial Orientation, a concept from the strategy-making literature, composed of five entrepreneurial dimensions (autonomy, innovativeness, risk taking, proactiveness, and competitive aggressiveness) and proposed a measurement scale with a set of items, which are to measure the IEO of teachers and researchers in HEI.
Abstract: Nowadays, something essential in Higher Education Institutions (HEI) is seeking to be entrepreneurial, with human resources with entrepreneurial characteristics. The success of higher education institutions will depend on the performance of its human resources. The main objective of this paper is to propose the concept of individual entrepreneurial orientation (IEO), based on the construct Entrepreneurial Orientation, a concept from the strategy-making literature, composed of five entrepreneurial dimensions (autonomy, innovativeness, risk taking, proactiveness, and competitive aggressiveness) (Lumpkin and Dess Academy of Management Review, 21(3), 605–607, 1996a; 135–172, b). The paper also proposes a measurement scale with a set of items, which are to measure the IEO of Teachers and Researchers in HEI. The EO will be measured by the ENTRE-U scale developed by Todorovic, McNaughton, and Guild in (Technovation, 31, 128–137, 2011) and adapted in this study to the individual level (I-ENTRE-U). A set of items is reviewed from the ENTRE-U, and the proposal scale adaptation was validated by academic experts. To test, debug and validate this measuring instrument, we used the confirmatory factor analysis (CFA), Pearson’s correlations and Cronbach’s alphas, among other measures. This paper conceptualizes the EO strategy, taking into account higher education peculiarities and discusses the dimensions of the IEO concept in HEI.
11 citations
TL;DR: In this article, the main cause-related marketing campaign dimensions affecting consumers' attitudes towards firms and intention to purchase on-demand ride services in Egypt were identified and analyzed using structural equation modeling (Smart PLS V.3) and SPSS V.20.
Abstract: This paper aims to identify the main cause-related marketing campaign dimensions affecting consumers’ attitudes towards firms and intention to purchase on-demand ride services in Egypt. A qualitative exploratory study was conducted at first that employed in-depth interviews and one focus group with consumers of on-demand ride services. Then, a quantitative study that involves a survey-based questionnaire was used. Using a non-probability convenience sample, we collected two hundred and seventy valid questionnaires from on-demand ride service users in Cairo and Giza. The data were analyzed using structural equation modeling (Smart PLS V.3) and SPSS V.20. The results show that campaign feedback and cause involvement have a positive impact on attitude towards the firm and intention to purchase. Skepticism shows a significant negative impact on intention to purchase, and altruistic attribution has a significant impact on consumers’ attitudes towards firms. In light of this, managerial and public-policy implications are provided.
9 citations
TL;DR: In this article, the authors investigate if engaging in physical activity (PA) and gender influences people's entrepreneurial intention (EI) and find evidence that people need to be involved in more PA, especially in high PA level, because the results show that there is an association with increased levels of EI.
Abstract: This study aims to investigate if engaging in physical activity (PA) and gender influences people’s entrepreneurial intention (EI). A survey for measuring EI and PA was developed and administered to the general population. The data were collected with a questionnaire distributed across all continental Portuguese regions. A two-way analysis of variance was used to test the influence of PA level and gender in EI. The results highlight that PA and gender have an impact on EI. This study’s main practical implication is that evidence was found that people need to be involved in more PA, especially in high PA level, because the results show that there is an association with increased levels of EI. This paper contributes to filling a gap in the literature by identifying the importance of PA for the increase of EI. This relationship may be a consequence of skills promoted by the practice of PA and also the development of some personal psychological and cognitive characteristics such as autonomy, risk tolerance, and leadership. The main implication resulting from this study is that it is essential to develop and booster PA into society, namely through PA programmes in organisations, not only for improving persons’ health condition but also as a social benefit, that can promote social innovation and entrepreneurship.
9 citations
TL;DR: In this paper, the authors address the question of institutional disclosure through the web, of these specific organizations, particularly the Portuguese charities, bearing in mind that there are some variables that might influence the disclosure of information such as size, age and certification of financial reports.
Abstract: Given the specificity and importance of nonprofit organizations, there is a growing demand for financial and non-financial information. In this way, this paper will address the question of institutional disclosure through the web, of these specific organizations, particularly the Portuguese charities. Our central goal ascertains what type of information and what factors influence Portuguese charities in the information disclosure via Internet, bearing in mind that there are some variables that might influence the disclosure of information such as size, age and certification of financial reports. The main disclosure indicators will be listed so that we can identify the most visible types of information, as well as, the most important factors that influence information disclosure. So, a checklist will be proposed, which will be the starting point for the analysis of disclosure information published by the charities, besides a significant element to evaluate the degree of compliance with this specific index. To reach this goal we will do a quantitative content analysis to the web information published by the Portuguese charities. The main conclusions mention that most of the organizations under study disclose different types of information (financial and non-financial), in which financial information play a more relevant role, with the annual accounts disclosure index having the highest level of disclosure. Regarding the influencing elements of the disclosed information, the certification of accounts (external auditing) and organization size were identified as the most important ones.
TL;DR: In this paper, the optimal matching theory was applied to examine online interactions between nonprofit organizations and their followers and found that organizational post valence exerted an indirect effect on third-party observers' perceived relationship satisfaction and donation intention through perceived supportiveness and helpfulness.
Abstract: An increasing number of nonprofits are interacting with their current and prospective donors on social media. How to elicit donations effectively through social media, however, remains under-researched. This study applied the optimal matching theory to examine online interactions between nonprofit organizations and their followers. A 2 (valence of organizational post: positive vs. negative) × 2 (type of social support: emotional vs. informational) between-subjects experiment was conducted to investigate how the match between a nonprofit organization’s need and its followers’ social support impacts third-party observers’ perceived relationship satisfaction and donation intention. The mediation effect of enacted social support evaluation (i.e., perceived helpfulness, supportiveness, and sensitiveness) was also examined. It was found that organizational post valence exerted an indirect effect on third-party observers’ perceived relationship satisfaction and donation intention through perceived supportiveness and helpfulness. These mediation effects were conditional on the type of social support provided by online followers of the organization.
TL;DR: In this paper, the impact of donor-related factors (e.g., religiosity, and attitude toward helping others), m-payment system related factors (system trust, and effort expectancy) and charity brand-related factor (a donor-brand engagement model) on the intention to donate via mobile payment applications (m-payment apps) and intention to recommend this function to others was examined.
Abstract: The purpose of this study is to examine the impact of donor-related factors (e.g., religiosity, and attitude toward helping others), m-payment system-related factors (system trust, and effort expectancy) and charity brand-related factors (a donor-brand engagement model) on the intention to donate via mobile payment applications (m-payment apps) and intention to recommend this function to others. Furthermore, importance-performance map analysis (IPMA) was used to list factors in order of priority to provide managerial insights. 523 donors of prior donation experiences from 9 charity organizations in Tehran participated in this study designed to gauge their intention to donate via m-payment apps and intention to recommend to others. PLS structural equation modeling was used to test the hypotheses of this study. The results indicated that donor-brand engagement, helper’s high, and donor involvement fall into the “maintainˮ quadrant for intention to donate via m-payment apps. Additionally, as religiosity has the lowest importance but relatively high performance, investing in this variable seems to be a wasted effort. Also, m-payment system-related factors have relatively low importance. So, they are not sufficient to motivate donors to donate via m-payment apps. Consequently, charity managers who are interested in expanding online donation via m-payment apps should prioritize improving the performance of the brand-related factors. Although religiosity may affect offline donation, its influence was insignificant in this study. It seems religious donors in this study seek visible or public displays of charity donation. This can be justified by pointing to the conspicuous consumption and need for social status.
TL;DR: In this paper, a study of the eWOM behavior of persons on the Facebook page of an Upper Austrian hospital was presented, which showed how heterogeneous users are in their electronic word-of-mouth behavior and that a variety of topics on Facebook can stimulate electronic recommendations.
Abstract: Patients frequently use Facebook for health-related reasons, like seeking of information or the recommendation of practitioners or hospitals. In this way, Facebook provides a powerful communication platform for electronic word-of-mouth (eWOM). Hospitals increasingly use Facebook to positively influence the perception of their brand reputation and performance. The present explorative study provides detailed information regarding eWOM behavior of persons on the Facebook page of an Upper Austrian hospital. Data of the hospital’s Facebook page was gathered and analyzed with NodeXL. By using a text analysis, we categorized the hospitals’ posts. Reactions towards the different types of postings were analyzed by counting emojis, the number of shares and comments. Within the study, there was an in-depth evaluation of communication data (313 posts of the hospital, more than 14,000 eWom actions by 3327 women, men and organizations). The study shows how heterogeneous users are in their eWOM behavior and that a variety of topics on the Facebook page stimulates electronic recommendations. One major finding of the study is that a significant part of the eWOM is done by only a few users. According to this, a so-called Intensive WOM Behavior (IWB) can be identified. Users of the IWB-group behave heterogeneously. Most react either with an emoji, a comment or a share. Only a few IWB-users respond with a combination of these eWOM-reactions. By providing first insights into the existence of IWB-users as well as their eWOM-behavior, this study offers new insights to eWOM in Facebook.
TL;DR: In this paper, a case study of five social innovation projects named ES+ Initiatives (innovative initiatives with high entrepreneurship potential) was used to explore social innovation processes regarding the decision-making processes, in particular the governance and funding of innovative initiatives.
Abstract: Social innovation projects are enablers of social wellbeing and value in communities, although such relationship has received little attention from the academia. Taking into account the social value for the communities, this paper aims to explore social innovation processes regarding the decision-making processes, in particular the governance and funding of innovative initiatives. This study aims to explore how governance and funding decisions impact on the process of social innovation and enhance social value creation. Through qualitative research methodologies, a multi case study of five social innovation projects named as ES+ Initiatives (innovative initiatives with high entrepreneurship potential) was used. These are Innovation and Social Entrepreneurship projects of innovative value, with a strong social, economic and environmental impact. The data was collected through semi-structured interviews, with five professionals involved in the projects undertaking coordination and management roles. Content analysis was performed using NVivo 12 software in order to identify and better understand the effect of the analysis dimension on the projects under study. Our results suggest that new forms of governance and financing have contributed to the emergence of new social innovation projects.
TL;DR: In this paper, a focus-group interview was conducted with managers and volunteers of local and national non-profit organizations located in Eskisehir, Turkey to reveal how volunteer management is executed.
Abstract: The present study aims to reveal how volunteer management is executed from the perspective of managers and volunteers of non-profit organisations operating in Turkey at the local and national levels. For the research design, Waikayi et al.’s in Management Decision, 50(3), 349–367 (2012) modified framework was used. Four separate focus-group interviews were conducted with managers and volunteers of local and national non-profit organisations located in Eskisehir, Turkey. The study provided insight into the motivations of volunteers, the sustainability of volunteerism, and the acquisition of volunteers through volunteer management. The design of the research was exploratory, and the assessments were made based on the data collected from four separate focus groups. Within this context, even though the research results are limited, they provide some implications for understanding the volunteer management processes of local and national non-profit organisations. Strategies and tactics that can be used in the context of the human resource approach for both local and national non-profit organisations may be deduced from this study. The present study is the first to address voluntary management in an emerging market from a holistic perspective, which will provide significant tips to both theorists and practitioners. The research contributes to the volunteer management of non-profit organisations in developing markets at local and national levels, and to the relevant literature.
TL;DR: In this paper, the authors investigate factors affecting consumer intention to buy near-expired bread in Indonesia, the world's largest importer of wheat grain and a growing market for the bread industry.
Abstract: The high volume of global food waste in recent years has brought about economic and environmental catastrophes At the retail level, food waste occurs as a consequence of maintaining high aesthetic standards, such as tossing out imperfect foods or foods that are nearing “best before” or expiry date This study aims to investigate factors affecting consumer intention to buy near-expired bread in Indonesia, the world’s largest importer of wheat grain and a growing market for the bread industry Previous studies have demonstrated that price consciousness and sale proneness are predictors of purchase intention of perishable foods This research extends previous studies by incorporating perceived product quality in the purchase intention of near-expired bread This study gathered 258 Indonesian consumers of near-expired bread By using SEM-PLS approach, this study demonstrates that price consciousness, sale proneness, and product quality have positive and significant effects on purchase intention of near-expired bread The results of this research provide guidelines for bakery shops owners and marketers on how to sell near-expired bread thereby reducing food waste and recouping financial losses due to production excess
TL;DR: In this article, the authors validate Villa Castano's socially responsible consumption scale nomologically and assess the validity and reliability of the scale, exploratory and confirmatory factor analyses were performed.
Abstract: Considerable attention has been witnessed in the literature on socially responsible consumption behaviour. The purpose of the study was to validate Villa Castano’s socially responsible consumption (SRC) scale nomologically. The survey was conducted in Chennai city, the capital of Tamil Nadu state of India. A total of 130 responses were collected during the survey. The sample comprised of university teachers, research scholars, and non-teaching staff. The judgmental sampling technique was used for data collection. In order to assess the validity and reliability of the scale, exploratory and confirmatory factor analyses were performed. Factor analyses confirmed the multidimensional structure of the SRC construct with the following axes: (1) external-corporate social responsibility, (2) internal-corporate social responsibility, (3) consumption rationalization, and (4) healthcare. Nomological validity was assessed with collectivism, social values, and sense of connectedness constructs using correlation analysis. Results revealed that SRC is partially related to collectivism, social values, and sense of connectedness constructs.
TL;DR: In this paper, a systematic literature review is used to identify, analyze and systematize research on entrepreneurship in nonprofit organizations, and the last decade (2011-2019) was the one in which the largest number of publications was registered.
Abstract: Nonprofit organizations play an important role in society. Given the importance of this sector and theme, this study aims to identify, analyze and systematize research on entrepreneurship in nonprofit organizations. For this purpose, a temporal analysis, as well as one for the methodologies used, and the evolution of the last three decades of research on the theme will be the object of this study. We adopted a systematic literature review as research method. We used the ISI web of Knowledge database to collect data, and after the selection process, 36 papers were identified and analyzed. Through the analysis of the results, we perceived that this is a recent topic addressed in the literature, with this review identifying the first research in 1995. Another conclusion is that most studies are of the empirical-quantitative type. Of the three decades analyzed in this study, the last decade (2011–2019) was the one in which the largest number of publications was registered. Finally, we present conclusions, theoretical and practical implications, suggestions for future research and limitations.
TL;DR: In this paper, the authors identify clusters of alumni based on their commitment relationship and analyse factors influencing their intention to collaborate with the higher education institutions (HEIs) to draw strategic relationship programs.
Abstract: Higher education institutions (HEIs) need to understand their alumni when drawing strategic relationship programmes. This paper aims to identify clusters of alumni based on their commitment relationship and to analyse factors influencing their intention to collaborate with the HEI. The study took place at a Portuguese university, considering a dataset of 1075 of alumni asserting intention to collaborate. First, a cluster analysis was conducted to identify patterns of commitment relationship. Secondly, a logistic regression was run to identify determinants of intention to collaborate. Both techniques revealed the decisive role of HEI commitment in the process. Relationship advantages and positive feelings towards the HEI were also pointed out as important. Alumni asserted recommendations, further training, sharing experiences and giving help as ways to collaborate with HEI. Regression results suggest that sociodemographic variables such as gender, marital status and volunteering are significantly associated with a probability to collaborate. Results also show that affiliation in sororities/fraternities and participation in extracurricular activities are significantly associated with that collaborative intention. The findings provide clues to support strategic relationship programmes based on consistent marketing campaigns, while bringing value to the literature in the European context, where alumni culture requires real insights to evolve.
TL;DR: In this paper, the authors investigated the impact of cognitive mindset of students and parental pressure/restriction that has influenced the individual mindset for different food options, and found that students who have experienced parental pressure in their feeding practices had higher level of self-regulation among them.
Abstract: Exposure to multiple food options (online & offline) through media exposure (single & multiple) stimulates students’ consumption pattern in health or unhealthy way. Numerous researchers in the past have focused on ethics while promoting eatable products through diverse media platform. But this research investigated the impact of cognitive mindset of students and parental pressure/restriction that has influenced the individual mindset for different food options. The rationale of this research was to establish the relationship between students’ consumption pattern for different food options, keeping into consideration online media influence on the mindset of students. A randomized control trial was done on 180 students (92 Male, 88 Female), aged in between 19 and 21 years (20.4 ± 1.8 (mean ± SD)). This current research identified that students who have experienced parental pressure in their feeding practices had resulted in higher level of self-regulation among them. Research also ascertained the comparative aspect of media’s influence on diverse buying stages of consumer decision making process for Indian students related to online and offline food options available on diverse e-commerce and retail platforms. However from the findings it has been evident that purchase intent, one of the critical stage of consumer decision making process has nothing to do with media’s influence. This depicted the intervention of attributes like parental pressure and cognition which might have played significant role in framing the mindset of students. Even, obligatory policies should be framed by government on consumer food advertisements in order to promote healthy food options for consumers.
TL;DR: For example, the authors found that for high-involvement donors, the structure, entertainment, etc. have the most influence on donation, while content is king for low involvement donors.
Abstract: Utilizing websites as a means of communication is becoming more prevalent. This is especially true for nonprofit organizations, as websites have become an integral tool in communicating with donors (Nonprofit Marketing Guide 2012). Because websites are an important marketing tool for nonprofit organizations, understanding how website characteristics influence donation becomes paramount. The current research suggests that for high-involvement donors, the structure, entertainment, etc. have the most influence on donation. Conversely, for low-involvement donors, content is king.
TL;DR: In this article, the authors investigate the extent to which consumers perceive image-congruity between self and corporation (self-corporate congruity) plays a key role in achieving business and social gains in the domain of CRM.
Abstract: This experimental study aims to examine how cause-related marketing (CRM) can bring a win-win outcome to a company and its nonprofit partner. Specifically, this study investigates the extent to which consumers perceive image-congruity between self and corporation (self-corporate congruity) plays a key role in achieving business and social gains in the domain of CRM. The finding demonstrates that self-corporate congruity positively affects consumer intentions to not only buy the cause-related products, but also support the cause-related issues. Further, it shows that issue-supporting intentions partially mediate the effect of self-corporate congruity on product-buying intentions, and this mediating role is also moderated by the degree of issue involvement. That is, when consumers have low involvement in cause-related issues, self-corporate congruity positively influences product-buying intentions through a psychological mediator of issue-supporting intentions. However, this event disappears when consumers have high involvement in the issues. Theoretical and practical implications for companies, nonprofits, and consumer researchers are discussed with specific reference to CRM.
TL;DR: In this article, three focus groups, with 21 participants, were conducted to capture alumni's assessments and perceptions about decisive dimensions of their commitment towards their alma mater and their perception about the role of Higher Education Institution (HEI) in this commitment-relationship.
Abstract: This paper intends to capture alumni’s assessments and perceptions about decisive dimensions of their commitment towards their alma mater. Their academic experience and current situation are highlighted. Moreover, their perception about the role of Higher Education Institution (HEI) in this commitment-relationship is likewise valuable to get their involvement. The study took place at a Portuguese university. Three focus groups, with 21 participants, were conducted to get consistent information permitting further developments. Data were analysed through NVivo software.The study gives insights revealing dimensions such as the relationships with teachers, extracurricular activities and initiation as decisive in their academic experience. Recommending and sharing their experience, underline evidence of what they are willing to give back. Moreover, their consciousness of bearing a mission to contribute to HEI’s development was expressed through strong positive feelings, such as the sense of belonging, and pride at being part of the university, defined in their statements. But they all demand an effective ability of the university to communicate with them. Overall conclusions offer a scenario of alumni’s commitment, giving HEI’s management valuable clues to improvement, but its responsibility in this commitment-relationship was also stressed. Moreover, results also provide contributions to literature enabling other HEIs to replicate the study or simply use the results for their own development. Since the study occurred in a relatively weak alumni culture context, revealing the importance in promoting debate as a means to engage alumni in HEI’s efforts for success, it presents insights for further developments in similar higher education environments.
TL;DR: In this article, the authors explore the role of charity flea markets as a fundraising practice used by nonprofits to mobilize various resources like individual and corporate in-kind giving and volunteering in an unique event setting.
Abstract: This paper offers one of the first efforts at exploring the role of charity flea markets as a fundraising practice used by nonprofits to mobilize various resources like individual and corporate in-kind giving and volunteering in an unique event setting. With the support of volunteers, nonprofits generate cash by reselling product donations and by catering. As an innovative contribution to the so far limited research on flea markets and in-kind giving, our study uses an explorative case study approach based on guided interviews with Austrian flea market operators. The purpose of the case studies is to examine the specifics, benefits, challenges, and prospects of this underexplored funding instrument. Our findings contribute to an enhanced understanding of both charity flea markets and nonprofits resource management and can assist charities in processing in-kind donations effectively and sustainably.
TL;DR: In this paper, the effects of the 2008 crisis on the institutions of the Spanish non-profit sector and suggest a methodology to help them decide between different affordable future strategies, using a multi-criteria decision-making methodology.
Abstract: The 2008 crisis occurred in Spain while the Social Economy was undergoing a process of development and transformation to meet growing demand. The new stage uncovered organizational inefficiency in the Social Economy’s institutions that might put at riskh8 their survival and highlighted new challenges that these organizations had to face. It was necessary to move towards a strategic model that would allow them to respond more swiftly and effectively to external shocks without renouncing the values and principles of the Social Economy. This paper analyzes the effects of the 2008 crisis on the institutions of the Spanish non-profit sector and suggests a methodology to help them decide between different affordable future strategies. We use a multi-criteria decision-making methodology to carry out a case study focused on a non-profit association, whose main goal is to take care of disabled people. We show how to help the association make decisions in an efficient, rigorous and democratic way.