Pub Date : 2020-05-26DOI: 10.1080/10495142.2019.1589623
N. Baptista, H. Alves, Nelson Matos
ABSTRACT Cocreation has captured the attention of public managers and policymakers and yet the literature focusing in the public sector is still relatively dispersed. In this literature review we present a contextualized analysis of the potential reasons that lead public sector organizations to cocreate with citizens and identify potential barriers that may hamper the adoption of cocreation in public settings. The analysis undertaken allowed us to conclude that the topic is increasingly capturing the interest of researchers, although the state of the literature is characterized by a reduced heterogeneity in research methods. We classified cocreation benefits in the public sector as innovation related, improved decision-making, and symbolic related, and we categorized the drivers for cocreation according to three broad categories: external, relation-specific and internal. Finally, we identified potential barriers of cocreation, including structural, organizational, and behavioral barriers.
{"title":"Public Sector Organizations and Cocreation With Citizens: A Literature Review on Benefits, Drivers, and Barriers","authors":"N. Baptista, H. Alves, Nelson Matos","doi":"10.1080/10495142.2019.1589623","DOIUrl":"https://doi.org/10.1080/10495142.2019.1589623","url":null,"abstract":"ABSTRACT Cocreation has captured the attention of public managers and policymakers and yet the literature focusing in the public sector is still relatively dispersed. In this literature review we present a contextualized analysis of the potential reasons that lead public sector organizations to cocreate with citizens and identify potential barriers that may hamper the adoption of cocreation in public settings. The analysis undertaken allowed us to conclude that the topic is increasingly capturing the interest of researchers, although the state of the literature is characterized by a reduced heterogeneity in research methods. We classified cocreation benefits in the public sector as innovation related, improved decision-making, and symbolic related, and we categorized the drivers for cocreation according to three broad categories: external, relation-specific and internal. Finally, we identified potential barriers of cocreation, including structural, organizational, and behavioral barriers.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"32 1","pages":"217 - 241"},"PeriodicalIF":1.4,"publicationDate":"2020-05-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2019.1589623","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47860035","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-05-20DOI: 10.1080/10495142.2020.1760999
N. Baptista, H. Alves, J. Pinho
ABSTRACT The concept of social support has gained considerable traction in the areas of behavioral medicine and health psychology. Despite such interest, it is still not clear how the concept can be approached from a social marketing perspective. The purpose of this article is to examine how social support has been operationalized and conceptualized in health-related social marketing interventions. To attain this objective, a scoping review of field interventions was undertaken following the guidelines outlined in the PRISMA-ScR framework. The following electronic databases were searched, from inception until September 25, 2018: PsycINFO, PubMed, ISI Web of Science and Scopus. A total of 1820 academic articles were screened for inclusion. After applying the strict inclusion criteria, the final sample included 32 articles that report on 19 distinct social marketing interventions. The results revealed that interventions have operationalized the social support concept in connection with the key fundamental aspects of social marketing, including behavioral change, consumer research, segmentation and targeting, and exchange, as well as marketing mix and competition. However, the findings also indicated poor conceptualizations of social support and the underreporting of the theoretical rationale for the operationalization of the concept. Knowledge is advanced and can be useful not only for academics but also for practitioners, particularly concerning the improvement of the rigor in the use of the social support concept in future social marketing interventions.
社会支持的概念在行为医学和健康心理学领域获得了相当大的关注。尽管有这样的兴趣，我们仍然不清楚如何从社会营销的角度来看待这个概念。本文的目的是研究社会支持如何在与健康相关的社会营销干预中被操作化和概念化。为了实现这一目标，根据PRISMA-ScR框架中概述的指导方针，对现场干预措施进行了范围审查。从成立到2018年9月25日，检索了以下电子数据库:PsycINFO, PubMed, ISI Web of Science和Scopus。共有1820篇学术文章被筛选纳入。在应用严格的纳入标准后，最终样本包括32篇文章，报告了19种不同的社会营销干预措施。研究结果显示，社会支持概念的运作与社会营销的关键基本方面有关，包括行为改变、消费者研究、细分和目标、交换、营销组合和竞争。然而，调查结果也表明，对社会支持的概念化很差，对实施这一概念的理论依据的报告不足。知识是先进的，不仅对学者有用，对从业者也有用，特别是在未来社会营销干预中提高社会支持概念使用的严谨性。
{"title":"Uncovering the Use of the Social Support Concept in Social Marketing Interventions for Health","authors":"N. Baptista, H. Alves, J. Pinho","doi":"10.1080/10495142.2020.1760999","DOIUrl":"https://doi.org/10.1080/10495142.2020.1760999","url":null,"abstract":"ABSTRACT The concept of social support has gained considerable traction in the areas of behavioral medicine and health psychology. Despite such interest, it is still not clear how the concept can be approached from a social marketing perspective. The purpose of this article is to examine how social support has been operationalized and conceptualized in health-related social marketing interventions. To attain this objective, a scoping review of field interventions was undertaken following the guidelines outlined in the PRISMA-ScR framework. The following electronic databases were searched, from inception until September 25, 2018: PsycINFO, PubMed, ISI Web of Science and Scopus. A total of 1820 academic articles were screened for inclusion. After applying the strict inclusion criteria, the final sample included 32 articles that report on 19 distinct social marketing interventions. The results revealed that interventions have operationalized the social support concept in connection with the key fundamental aspects of social marketing, including behavioral change, consumer research, segmentation and targeting, and exchange, as well as marketing mix and competition. However, the findings also indicated poor conceptualizations of social support and the underreporting of the theoretical rationale for the operationalization of the concept. Knowledge is advanced and can be useful not only for academics but also for practitioners, particularly concerning the improvement of the rigor in the use of the social support concept in future social marketing interventions.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"34 1","pages":"1 - 35"},"PeriodicalIF":1.4,"publicationDate":"2020-05-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2020.1760999","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45466131","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-05-15DOI: 10.1080/10495142.2020.1760996
R. Hallett, K. Gombert, M. Hurley
ABSTRACT This study looks at volunteering at parkrun, a weekly 5 k run/walk event held at almost 2,000 different locations worldwide, which relies on volunteers. Despite large numbers of parkrunners, and an ethos encouraging occasional volunteering, some parkrunners do not volunteer which can lead to recruitment difficulties for events. Ten parkrunners were interviewed about volunteering to explore why there might be reluctance. Data were transcribed and analyzed using thematic analysis, and three interlinked themes found: becoming “hooked” on parkrun, “obligation to give back”, and “reluctance to miss a run”. Conflict between obligation and a desire to run or walk led to strategic volunteering to facilitate both, despite this approach potentially challenging event delivery by leaving non-run/walk roles uncovered. Findings indicate a complex and somewhat conflicting system of preference, intrapersonal and structural constraints, mutual aid, and social exchange. Gamification and the triggering of reward mechanisms may be increasing motivation to run rather than volunteer.
{"title":"“Everyone Should Muck In”: A Qualitative Study of parkrun Volunteering and Conflicting Motivations","authors":"R. Hallett, K. Gombert, M. Hurley","doi":"10.1080/10495142.2020.1760996","DOIUrl":"https://doi.org/10.1080/10495142.2020.1760996","url":null,"abstract":"ABSTRACT This study looks at volunteering at parkrun, a weekly 5 k run/walk event held at almost 2,000 different locations worldwide, which relies on volunteers. Despite large numbers of parkrunners, and an ethos encouraging occasional volunteering, some parkrunners do not volunteer which can lead to recruitment difficulties for events. Ten parkrunners were interviewed about volunteering to explore why there might be reluctance. Data were transcribed and analyzed using thematic analysis, and three interlinked themes found: becoming “hooked” on parkrun, “obligation to give back”, and “reluctance to miss a run”. Conflict between obligation and a desire to run or walk led to strategic volunteering to facilitate both, despite this approach potentially challenging event delivery by leaving non-run/walk roles uncovered. Findings indicate a complex and somewhat conflicting system of preference, intrapersonal and structural constraints, mutual aid, and social exchange. Gamification and the triggering of reward mechanisms may be increasing motivation to run rather than volunteer.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"33 1","pages":"493 - 515"},"PeriodicalIF":1.4,"publicationDate":"2020-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2020.1760996","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47804071","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-05-12DOI: 10.1080/10495142.2020.1760995
L. Iskhakova, A. Hilbert, P. Joehnk
ABSTRACT As a consequence of globalization and steadily declining financial state support, the strategic importance of alumni loyalty (AL) has remained topical in a competitive education market. Due to the vital role of AL, researchers created numerous econometric models to reveal primary drivers of AL. However, these models mainly focused on AL in English-speaking societies. Since consumer behavior can significantly depend on the cultural norm, research into Western alumni may not necessarily predict the behavior of alumni from Eastern countries. Therefore, this study aims to investigate whether the bond between the intention to AL (IAL) and its antecedents is sensitive to the cultural environment. Three of Hofstede’s (2001) dimensions were integrated into the integrative model of intention to alumni loyalty. The authors test this model using a structural equation modeling approach, multi-group as well as important performance analyses. A sample of 159 German and 229 Russian students reveals that predisposition to charity exerts a greater impact and integration exerts less influence on IAL enhancement in individualistic cultures than in collectivistic societies. In high power distance cultures, corporative quality (esp. university reputation) is an essential IAL driver. In contrast, interactive quality (esp. correctness of knowledge evaluation) is a critical factor in low power distance cultures. Benefits of the alumni association play a valuable role on IAL enhancement in both masculine and feminine societies. The findings can serve as a framework for developing a culturally stable universal alumni loyalty model that can be generalized from one cultural setting to another.
{"title":"Cross-cultural Research in Alumni Loyalty: An Empirical Study among Master Students from German and Russian Universities","authors":"L. Iskhakova, A. Hilbert, P. Joehnk","doi":"10.1080/10495142.2020.1760995","DOIUrl":"https://doi.org/10.1080/10495142.2020.1760995","url":null,"abstract":"ABSTRACT As a consequence of globalization and steadily declining financial state support, the strategic importance of alumni loyalty (AL) has remained topical in a competitive education market. Due to the vital role of AL, researchers created numerous econometric models to reveal primary drivers of AL. However, these models mainly focused on AL in English-speaking societies. Since consumer behavior can significantly depend on the cultural norm, research into Western alumni may not necessarily predict the behavior of alumni from Eastern countries. Therefore, this study aims to investigate whether the bond between the intention to AL (IAL) and its antecedents is sensitive to the cultural environment. Three of Hofstede’s (2001) dimensions were integrated into the integrative model of intention to alumni loyalty. The authors test this model using a structural equation modeling approach, multi-group as well as important performance analyses. A sample of 159 German and 229 Russian students reveals that predisposition to charity exerts a greater impact and integration exerts less influence on IAL enhancement in individualistic cultures than in collectivistic societies. In high power distance cultures, corporative quality (esp. university reputation) is an essential IAL driver. In contrast, interactive quality (esp. correctness of knowledge evaluation) is a critical factor in low power distance cultures. Benefits of the alumni association play a valuable role on IAL enhancement in both masculine and feminine societies. The findings can serve as a framework for developing a culturally stable universal alumni loyalty model that can be generalized from one cultural setting to another.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"33 1","pages":"457 - 492"},"PeriodicalIF":1.4,"publicationDate":"2020-05-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2020.1760995","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43076677","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-05-12DOI: 10.1080/10495142.2020.1761000
N. M. H. Nik Hashim, Yap Hock Ann, Amin Ansary, J. Xavier
ABSTRACT Public sector organizations need to become more innovative to meet growing demands for better services. Innovations enhance public sector efficiency. It is the speed and efficiency of the public sector that determine the cost-effectiveness of operations. The latter then boost national competitiveness and prosperity. However, the paucity of studies on public innovations does not afford much knowledge on the key determinants that amplify innovation success, particularly in the context of a developing economy. This paper investigates how three major elements of dynamic innovation capabilities, namely technological, marketing, and team organization capabilities, affect the success of public sector innovation projects. The paper also explores the contingent effects of project management (decision-making comprehensiveness, management direction) and customer emphasis (customer solution orientation, external integration) on the domain relationships. This exploration is important to determine if the extent of comprehensiveness in decision-making in exploiting the opportunities for innovation has a greater desired impact on service delivery. Also, innovations pursued independently of customer needs and expectations are bound to fail. Analysis from survey data of 225 Innovative and Creative Circle (ICC) public sector projects in Malaysia indicate that technological, marketing and team capabilities are antecedents of innovation success in the public sector. Indeed, team capabilities represent the more important factor. Decision-making comprehensiveness, management direction, customer solution orientation, and external integration were found to exert significant moderating effects. We discuss important implications for public administrators to uplift their effort toward realizing successful innovation projects.
{"title":"Contingent Effects of Decision-making and Customer Centricity on Public-Sector Innovation Success","authors":"N. M. H. Nik Hashim, Yap Hock Ann, Amin Ansary, J. Xavier","doi":"10.1080/10495142.2020.1761000","DOIUrl":"https://doi.org/10.1080/10495142.2020.1761000","url":null,"abstract":"ABSTRACT Public sector organizations need to become more innovative to meet growing demands for better services. Innovations enhance public sector efficiency. It is the speed and efficiency of the public sector that determine the cost-effectiveness of operations. The latter then boost national competitiveness and prosperity. However, the paucity of studies on public innovations does not afford much knowledge on the key determinants that amplify innovation success, particularly in the context of a developing economy. This paper investigates how three major elements of dynamic innovation capabilities, namely technological, marketing, and team organization capabilities, affect the success of public sector innovation projects. The paper also explores the contingent effects of project management (decision-making comprehensiveness, management direction) and customer emphasis (customer solution orientation, external integration) on the domain relationships. This exploration is important to determine if the extent of comprehensiveness in decision-making in exploiting the opportunities for innovation has a greater desired impact on service delivery. Also, innovations pursued independently of customer needs and expectations are bound to fail. Analysis from survey data of 225 Innovative and Creative Circle (ICC) public sector projects in Malaysia indicate that technological, marketing and team capabilities are antecedents of innovation success in the public sector. Indeed, team capabilities represent the more important factor. Decision-making comprehensiveness, management direction, customer solution orientation, and external integration were found to exert significant moderating effects. We discuss important implications for public administrators to uplift their effort toward realizing successful innovation projects.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"34 1","pages":"36 - 70"},"PeriodicalIF":1.4,"publicationDate":"2020-05-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2020.1761000","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45657809","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-04-30DOI: 10.1080/10495142.2020.1760998
S. M. Goudeau, B. L. Baker
ABSTRACT Physical activity-based youth development programs (PA-based YDPs) utilize a range of individual and team sports and activities to simultaneously teach character development and physical skills. Such programs provide a suitable context for the development of youth-adult relationships (YARs). Twelve adult volunteers from PA-based YDPs were interviewed to investigate their motives and their perceptions of YARs in PA-based YDPs. Participants identified numerous facilitators of and some challenges to developing YARs. Facilitators of YAR development focused on the presence of two YAR characteristics, trust/mutual respect and partnership. They also linked their involvement in a YAR with satisfying their personal motives for volunteering.
{"title":"Developing Effective Youth-Adult Relationship: Perspectives of Adult Volunteers in Physical-Activity Based Youth Development Programs","authors":"S. M. Goudeau, B. L. Baker","doi":"10.1080/10495142.2020.1760998","DOIUrl":"https://doi.org/10.1080/10495142.2020.1760998","url":null,"abstract":"ABSTRACT Physical activity-based youth development programs (PA-based YDPs) utilize a range of individual and team sports and activities to simultaneously teach character development and physical skills. Such programs provide a suitable context for the development of youth-adult relationships (YARs). Twelve adult volunteers from PA-based YDPs were interviewed to investigate their motives and their perceptions of YARs in PA-based YDPs. Participants identified numerous facilitators of and some challenges to developing YARs. Facilitators of YAR development focused on the presence of two YAR characteristics, trust/mutual respect and partnership. They also linked their involvement in a YAR with satisfying their personal motives for volunteering.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"33 1","pages":"539 - 563"},"PeriodicalIF":1.4,"publicationDate":"2020-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2020.1760998","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46097705","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-03-14DOI: 10.1080/10495142.2019.1589624
Yan Huang, D. Bortree, Fan Yang, Ruoxue Wang
ABSTRACT Using self-determination theory as a framework, this study examined the relationship between perceived organizational inclusion, volunteer need satisfaction, and future behavioral intentions. A national survey of 428 volunteers found that when volunteers feel more included in the workplace, they experience higher need satisfaction, which leads to greater behavioral intentions toward the organization. Additionally, a path analysis found that some of the personal dimensions of inclusion (i.e., decision-making, information networks, and participation) predicted volunteer need satisfaction (i.e., competence, relatedness, and autonomy). All dimensions of need satisfaction predicted future behavioral intentions. There was a significant indirect effect of volunteering inclusion on behavioral intentions through need satisfaction. Results suggest that nonprofit organizations should encourage need satisfaction of their volunteers, and this can be accomplished in part through creating an inclusive environment. Other important theoretical and practical implications are discussed.
{"title":"Encouraging Volunteering in Nonprofit Organizations: The Role of Organizational Inclusion and Volunteer Need Satisfaction","authors":"Yan Huang, D. Bortree, Fan Yang, Ruoxue Wang","doi":"10.1080/10495142.2019.1589624","DOIUrl":"https://doi.org/10.1080/10495142.2019.1589624","url":null,"abstract":"ABSTRACT Using self-determination theory as a framework, this study examined the relationship between perceived organizational inclusion, volunteer need satisfaction, and future behavioral intentions. A national survey of 428 volunteers found that when volunteers feel more included in the workplace, they experience higher need satisfaction, which leads to greater behavioral intentions toward the organization. Additionally, a path analysis found that some of the personal dimensions of inclusion (i.e., decision-making, information networks, and participation) predicted volunteer need satisfaction (i.e., competence, relatedness, and autonomy). All dimensions of need satisfaction predicted future behavioral intentions. There was a significant indirect effect of volunteering inclusion on behavioral intentions through need satisfaction. Results suggest that nonprofit organizations should encourage need satisfaction of their volunteers, and this can be accomplished in part through creating an inclusive environment. Other important theoretical and practical implications are discussed.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"32 1","pages":"147 - 165"},"PeriodicalIF":1.4,"publicationDate":"2020-03-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2019.1589624","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42524027","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-03-14DOI: 10.1080/10495142.2019.1707744
Annika Becker, Silke Boenigk, Jurgen Willems
ABSTRACT Nonprofit organizations highly depend on the public’s trust for legitimacy and support, to ultimately further their missions. Despite its high importance, little is known about the trust-building processes of the general public. In this study, we develop and test a multilevel study design to provide deeper insights into the public’s trust in nonprofit organizations and its relevant determinants. We used a comprehensive data set of 4,072 dyads, with survey data from 1,686 individuals and organizational data related to 102 German NPOs to investigate the different trust-building components: (1) individual public trust evaluation in NPO, (2) individual (trustor) context, and (3) organizational (trustee) context. The results of the analysis reveal unexpected differences in the importance of the different components for explaining the public’s trust in nonprofit organizations. Results show that the individual context is as relevant as the individual public trust evaluation, but the organizational context is far less important.
{"title":"In Nonprofits We Trust? A Large-Scale Study on the Public’s Trust in Nonprofit Organizations","authors":"Annika Becker, Silke Boenigk, Jurgen Willems","doi":"10.1080/10495142.2019.1707744","DOIUrl":"https://doi.org/10.1080/10495142.2019.1707744","url":null,"abstract":"ABSTRACT Nonprofit organizations highly depend on the public’s trust for legitimacy and support, to ultimately further their missions. Despite its high importance, little is known about the trust-building processes of the general public. In this study, we develop and test a multilevel study design to provide deeper insights into the public’s trust in nonprofit organizations and its relevant determinants. We used a comprehensive data set of 4,072 dyads, with survey data from 1,686 individuals and organizational data related to 102 German NPOs to investigate the different trust-building components: (1) individual public trust evaluation in NPO, (2) individual (trustor) context, and (3) organizational (trustee) context. The results of the analysis reveal unexpected differences in the importance of the different components for explaining the public’s trust in nonprofit organizations. Results show that the individual context is as relevant as the individual public trust evaluation, but the organizational context is far less important.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"32 1","pages":"189 - 216"},"PeriodicalIF":1.4,"publicationDate":"2020-03-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2019.1707744","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41528917","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-03-14DOI: 10.1080/10495142.2019.1656136
Dea Mariska Febriani, Juhri Selamet
ABSTRACT Non-profit organizations (NPOs) are still struggling to recruit volunteers. While the impact of the organizational brand image on recruitment has been investigated in for-profit organizations, there is a dearth of similar studies in non-profit settings. Addressing this problem, this quantitative study examines the effect of NPOs’ brand image, including brand personality as the symbolic function and recognition reward as the instrumental function, on the intention to volunteer for college students. The results from 133 participants showed a significant difference in the intention to volunteer between participants exposed to NPOs with certain brand personalities and NPOs with no brand personalities at all. A significant difference was also found between participants offered recognition reward and those who were not. These results indicate the importance of brand image in increasing volunteering intention, which informs NPO practitioners to create better strategies to increase their success in recruiting volunteers.
{"title":"College Students’ Intention to Volunteer for Non-profit Organizations: Does Brand Image Make a Difference?","authors":"Dea Mariska Febriani, Juhri Selamet","doi":"10.1080/10495142.2019.1656136","DOIUrl":"https://doi.org/10.1080/10495142.2019.1656136","url":null,"abstract":"ABSTRACT Non-profit organizations (NPOs) are still struggling to recruit volunteers. While the impact of the organizational brand image on recruitment has been investigated in for-profit organizations, there is a dearth of similar studies in non-profit settings. Addressing this problem, this quantitative study examines the effect of NPOs’ brand image, including brand personality as the symbolic function and recognition reward as the instrumental function, on the intention to volunteer for college students. The results from 133 participants showed a significant difference in the intention to volunteer between participants exposed to NPOs with certain brand personalities and NPOs with no brand personalities at all. A significant difference was also found between participants offered recognition reward and those who were not. These results indicate the importance of brand image in increasing volunteering intention, which informs NPO practitioners to create better strategies to increase their success in recruiting volunteers.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"32 1","pages":"166 - 188"},"PeriodicalIF":1.4,"publicationDate":"2020-03-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2019.1656136","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45150193","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-02-28DOI: 10.1080/10495142.2020.1726253
Michelle M. Rego, M. Hamilton, Dana Rogers
ABSTRACT Cause-related marketing (CRM) campaigns are a type of joint venture between a business concern and a nonprofit organization. To determine effect sizes for these campaigns, a series of bivariate meta-analyses were conducted using a random effects assumption. Results included the effect of CRM advertising on brand attitudes, r = .248, 95% CI(0.189,0.373), and purchase intentions, r = .277, 95% CI(0.141, 0.404), and the effect of cause-brand fit on brand attitudes, r = .239, 95% CI(0.167,0.309), and purchase intentions, r = .319, 95% CI(0.206, .423). Unfortunately for nonprofit organizations, none of the seven meta-analyses conducted found any effect for the study characteristic, type of cause (generic or branded company). Thus, the contribution of a specific nonprofit organization’s brand did not have a significant impact on consumer attitudes or behavioral intentions to purchase CRM products.
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