International Review on Public and Nonprofit Marketing最新文献

Based on a systematic literature review, this paper explores the motives for cooperation between nonprofit organizations (NPO) and companies as profit organizations (PO) in the context of cause-related marketing (CrM) partnerships. CrM is a marketing and fundraising tool which combines the purchase of products with a “good cause” and has already gained significant attention in theory and practice as a widespread practice of corporate social responsibility. However, research often focuses on specific aspects and primarily on the perspective of consumers (i.e., their purchase or support intentions), while only a few studies deal with the motives that NPO and PO pursue with such intersectoral collaboration. Overall, the findings indicate that research on the NPO’s view is particularly limited and that CrM is generally based on a bundle of motives or (both financial and non-financial) goals, with the self-interested perspective of PO appearing to be dominant. The paper suggests several avenues for further research and advocates a stronger focus on fundamental questions that were raised decades ago but have not been adequately answered since the origins of CrM.

Abstract

Cause-related marketing (CrM) has become a mainstream marketing strategy in recent years. Through several innovations in its practice, it has evolved considerably from its traditional ‘percentage of sales will be devoted to supporting a cause’ form. This paper suggests that the definition and scope of CrM reflected in academic literature and applied usage must evolve to keep up with its practice. A search of 436 papers from seven databases (EBSCO, Elsevier, Emerald, JSTOR, ProQuest, SAGE and WILEY) resulted in the identification of 24 unique definitions of CrM. These 24 definitions were examined to identify the various dimensions of CrM activity they collectively subsume. A total of six dimensions were identified. Each definition was then mapped against these six dimensions to determine the dimensions that were included in the definition. The dimension scores and dimension ratios were computed employing the methodology of Dahlsrud (2008). A juxtaposition of the identified definitions and dimensions against several current CrM campaigns indicates the need for a wider definition of CrM than those currently being used. A broadened definition of CrM, which attempts to capture the multifarious hues of how CrM strategies are actually being practised, is proposed.

This research attempts to build a basic framework for understanding a fast-growing but little-investigated prosocial solicitation, checkout charity, by looking at round-up or a flat amount donate request, a priori liking of the charity, checkout mode (self-service or cashier), and presence of others (friends or strangers). Three scenario-based lab experiments were conducted. A clear preference for roundup donation request exists only when the scenario in the experiment mentioned that the charity was not particularly liked and checkout was done by the cashier (versus a self-checkout machine). Investigating the cashier condition further, the preference for a roundup request is only exhibited when the scenario mentioned that the charity was not particularly liked and strangers (versus friends) were present during the solicitation.

The mitigation and adaptation strategies to deal with climate change have not been effective so far and we still observe the effects derived from this problem. This paper aims to explore the determinants of individual pro-environmental behaviour of Generation Z, given the relevance of this generational cohort in society. Quantitative research is conducted based on 1050 valid questionnaires from Generation Z Colombian, Mexican and Brazilian citizens. The hypothesised relationships were tested through a structural equation model estimated using the partial least squares (PLS) regression technique. In addition, a multi-group analysis was carried out to examine potential differences among groups of different nationalities. The results support that the Theory of Planned Behaviour (TPB) adequately models human behaviour and that beliefs generate attitude and subsequently behaviour. However, when it comes to environmental issues, other factors such as environmental disaffection, intrinsic motivations and environmental participation are also relevant. From a theoretical point of view, this study proposes an innovative model supported by the literature. Besides, from a practical point of view, it provides an orientation to guide organisational representatives or leaders in climate change mitigation based on behavioural prediction. Finally, the contribution of this study lies in proposing an innovative model that is combined with the TPB to explain a trend of pro-environmental behaviour in generation Z, evaluating it from different perspectives with members of three different nationalities.

Recent studies highlight the significance of how congruence has gained much attention from distinct scholars evaluating the apparent match between brand, cause and consumer. In the public domain, we seldom found empirical investigation into cause-related marketing (CRM) purchase intention and congruence based on three crucial elements– brand, cause and consumer. This study, anchored on congruence theory, attempts to establish a model to examine and further predict CRM purchase intention by investigating congruence (cause-brand, brand-consumer and cause-consumer). Additionally, this study examined shopping orientation and the moderating role of mood in predicting CRM purchase intention. The primary data has been gathered from 800 respondents. The present academic research is robust and exceptional because it is anchored by the innovative tri-stage SEM-ANN-NCA approach, offering a novel methodological paradigm for predicting CRM purchase intention. The results revealed the normalized importance of the predictors of CRM purchase intention. They found that brand-consumer congruence is the strongest predictor, followed by cause-brand congruence, hedonic orientation, mood and cause-consumer congruence. In contrast, utilitarian orientation was found to be insignificant. The findings of this study provide valuable insights and significant grounds to CRM decision-makers and advertisers to enhance consumer responses towards CRM by focusing on the predictors and integrating these elements into the overall promotional strategies. This study provided the normalized importance of predictors influencing CRM purchase intentions, directing CRM marketers to engage and resonate with consumers effectively.

People are largely heterogeneous when it comes to their motivations to volunteer. Previous research explained this heterogeneity by individual predispositions and contextual factors. In this paper, we investigate the extent to which peoples’ occupations can explain differences in their volunteering motivations. Our empirical analysis relies upon 7,725 open texts written by volunteers living in France about why they wish to volunteer. Our results reveal that providing resources and skills is a significant motivation to volunteer, all occupations combined. However, altruistic and social motives differ between occupations. After eliciting these results for each occupation, we discuss their implications for NPO’s volunteer management.

Cause-related marketing (CaRM) has gained popularity as a method of boosting company value through profit-driven giving. Although the concept of CaRM has been widely researched, only a few authors have conducted systematic literature reviews on CaRM. Therefore, we examine the body of literature already in existence to find the factors that have been proven to influence people’s decisions to involve in cause-related marketing campaigns. Using a Theory-Context-Characteristics-Methodology (TCCM) review framework, this research gives an in-depth understanding of the prevalent theories, contexts (i.e., industries and countries), characteristics (i.e., consumer-related factors, campaign-related factors, firm/brand-related factors, product-related factors, moderating variables, and mediating variables), and methods (i.e., research approaches and data analysis techniques) applied in CaRM research between the year 2010 and 2022. This study identifies factors impacting consumers’ attitudes and purchase intention towards CaRM and offers strategic insights to marketers to develop more effective CaRM campaigns. The results of this study will be significant not only for managers but also for scholars and policymakers who seek to deepen their understanding of CaRM.

This study aims to empirically determine success factors in the email marketing as a sub-discipline of online fundraising of nonprofit organizations (NPOs). Hereby, it responds to the gap of knowledge as existing research has not in detail touched nonprofit email marketing. To explore success factors in NPOs’ email marketing, a detailed structural equation model, in which email marketing success acts as the final endogenous variable and the nine potential success factors function as formative latent exogenous variables, was developed. A quantitative survey was conducted with employees of NPOs from German-speaking countries. For data analysis, which was carried out with the software SmartPLS, 153 responses were utilized. Using aggregate and disaggregate analyses on the developed model, various critical success factors in NPOs’ email marketing could be empirically identified. Furthermore, an importance-performance map analysis allowed the identification of the most crucial measures for increasing success, as a low performance of the NPOs faces a high total effect on email marketing success. From the results of the importance-performance map analysis, it was possible to derive specific practice-relevant action recommendations regarding measures in which NPOs should prioritize an increase in performance. Therefore, in addition to its theoretical relevance, the study also has a strong practical value.