International Journal of Nonprofit and Voluntary Sector Marketing最新文献

英文中文

Brave New Worlds: Fresh Insights into Nonprofit, Arts and Social Marketing 美丽新世界:对非营利组织、艺术和社会营销的新见解

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing

Pub Date : 2015-05-01 DOI: 10.1002/NVSM.1530

R. Bennett, F. Kerrigan

引用次数: 0

Tainted museums: 'selling out' cultural institutions 受污染的博物馆:“出卖”文化机构

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing

Pub Date : 2015-05-01 DOI: 10.1002/NVSM.1527

Victoria L. Rodner, Chloe Preece

This paper examines the role of museums as repositories of cultural meaning and symbolic capital. As educational and cultural institutions, museums serve to legitimise works of art within the frame of an art historical context. However, our comparative case study reveals how the taken-for-granted role of the museum as an allegedly unbiased platform for disseminating the arts can be usurped for economic or political ends. Using the cultural settings of the Hong Kong Museum of Art and the Venezuelan art museum circuit, we examine via our case studies how legitimation in the arts may be jeopardised or misused if and when cultural institutions succumb to commercial and political pressures. By adopting a qualitative research design, we observe the macro-context in which institutional roles are defined and played out, and demonstrate the ideological discourses at play in the role of these cultural institutions as meaning-makers. Although they may be presented as neutral spaces, museums inadvertently serve to circulate socio-political views. How the institution manages these views and unavoidable macro-level forces will in turn influence the cultural credibility of the museum framework as a legitimising force on the cultural horizon. Attention is devoted to how these pressures can affect the production and consumption of art, offering an alternative perspective on the development of museum policies. Copyright © 2015 John Wiley & Sons, Ltd.

本文考察了博物馆作为文化意义和象征资本的储存库的作用。作为教育和文化机构，博物馆在艺术历史背景的框架内使艺术作品合法化。然而，我们的比较案例研究揭示了博物馆作为传播艺术的所谓公正平台的理所当然的作用如何被经济或政治目的所篡夺。我们以香港艺术馆和委内瑞拉艺术博物馆的文化背景为背景，通过案例研究，探讨当文化机构屈服于商业和政治压力时，艺术的合法性如何受到损害或滥用。通过采用定性研究设计，我们观察了制度角色被定义和发挥的宏观背景，并展示了这些文化机构作为意义制造者所扮演的意识形态话语。虽然它们可能作为中立空间呈现，但博物馆无意中起到了传播社会政治观点的作用。机构如何管理这些观点和不可避免的宏观层面的力量，将反过来影响博物馆框架作为文化视野中合法化力量的文化可信度。关注这些压力如何影响艺术的生产和消费，为博物馆政策的发展提供了另一种视角。版权所有©2015 John Wiley & Sons, Ltd

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引用次数: 12

Understanding the cultural consumption of a new wave of immigrants: the case of the South Korean community in South West London 理解新一波移民的文化消费:以伦敦西南部的韩国社区为例

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing

Pub Date : 2015-05-01 DOI: 10.1002/NVSM.1523

Rita Kottasz

The purpose of the study was to develop and test a model explaining the cultural consumption of a new immigrant ethnic group (South Korean) in terms of their highbrow, middlebrow, lowbrow, public/private and ethnic minority cultural pursuits. A core premise of the study was that due to the overall higher socio-economic standing of the South Korean community (in comparison to many other ethnic minority groups residing in the UK), this particular immigrant group would more closely resemble the omnivore and not the univore cultural consumer. A model was developed on the basis of previous literature in the fields of audience development research, arts marketing and educational sociology and was tested, consequent to qualitative interviews conducted with relevant experts and with South Korean immigrants, on a sample of 351 residents of an area in South West London that contains a high density of South Korean immigrants. The findings indicated that bridging social capital, perceived barriers to the arts, passion for the arts and educational motivation were the strongest predictors of omnivorous consumption amongst this group. Copyright © 2015 John Wiley & Sons, Ltd.

本研究的目的是开发和测试一个模型来解释一个新移民族群(韩国)的文化消费，从他们的高雅、中等、低俗、公共/私人和少数民族文化追求的角度。该研究的一个核心前提是，由于韩国社区的整体社会经济地位较高(与居住在英国的许多其他少数民族相比)，这一特定的移民群体更像杂食者，而不是单一的文化消费者。在观众发展研究、艺术营销和教育社会学领域的先前文献的基础上开发了一个模型，并在对相关专家和韩国移民进行定性访谈的结果下，对伦敦西南部一个地区的351名居民的样本进行了测试，该地区包含高密度的韩国移民。研究结果表明，社会资本、对艺术的感知障碍、对艺术的热情和教育动机是这一群体中杂食消费的最强预测因素。版权所有©2015 John Wiley & Sons, Ltd

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引用次数: 4

Engaging consumers in esthetic offerings: conceptualizing and developing a measure for arts engagement 吸引消费者参与美学产品:概念化和发展艺术参与的措施

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing

Pub Date : 2015-05-01 DOI: 10.1002/NVSM.1525

Elyria A. Kemp

As the arts face a number of challenges, including changing audience tastes and inconsistent ticket purchasing behavior, there have been calls for innovative approaches to marketing. Experts in the field have suggested that “engaging experiences” in the arts be cultivated to aid in audience development efforts. However, in the literature, little attention has been devoted to defining what encompasses an “engaging experience” in the arts. This research addresses this gap by exploring the concept of “engagement in the arts” and developing a measurement tool, which accesses overall “arts engagement.” It applies emerging theories from the customer engagement and brand experience literatures to conceptualize “arts engagement.” In four studies, an arts engagement scale is tested for its validity, reliability, and its relationship with important outcomes in the consumption experience. Implications are discussed for marketing the arts as well as other consumption contexts that incorporate performance and artistic-based elements, including service delivery and experiential marketing. Copyright © 2015 John Wiley & Sons, Ltd.

由于艺术面临着许多挑战，包括观众口味的变化和不一致的购票行为，人们一直呼吁采用创新的营销方法。该领域的专家建议，应该培养艺术中的“引人入胜的体验”，以帮助发展观众。然而，在文献中，很少有人关注艺术中“引人入胜的体验”的定义。本研究通过探索“艺术参与”的概念和开发一种测量工具来解决这一差距，该工具可以访问整体的“艺术参与”。它应用了来自客户参与和品牌体验文献的新兴理论来概念化“艺术参与”。在四项研究中，对艺术参与量表的有效性、可靠性及其与消费体验中重要结果的关系进行了测试。本文讨论了艺术营销的影响，以及其他包含表演和艺术元素的消费环境，包括服务交付和体验式营销。版权所有©2015 John Wiley & Sons, Ltd

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引用次数: 18

No pain, no gain: insights into changing individual volitional behaviour 没有付出就没有收获:改变个人意志行为的洞见

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing

Pub Date : 2015-05-01 DOI: 10.1002/NVSM.1524

D. Arli, K. Kubacki, S. Rundle‐Thiele, A. Pekerti, Aaron Tkaczynski

Physical activity is an important component of a healthy lifestyle. The purpose of this study is threefold: first, to empirically examine the effect of attitudes on people's intentions towards starting a new physical activity in three weight groups; second, to explore differences within various demographic groups; and finally, to offer research and practical implications for social marketers who are working in the area of physical activity. A total of 1459 respondents participated in an online survey. Our findings indicate that when individuals hold both negative and positive attitudes towards physical activity, they will have higher intentions to start a new physical activity. Empirical examination identified that overweight and obese people have more negative and less positive attitudes than healthier people toward physical activity. The results indicate that overcoming negative attitudes and reinforcing positive attitudes remain as a necessary condition to influence volitional behaviours such as physical activity, which requires cognitive processing and actions in order for the behaviour to be changed. People engaging in physical activities understand both positive and negative effects of physical activities, and they may engage in physical activities despite knowing there are short-term costs.

体育活动是健康生活方式的重要组成部分。本研究的目的有三个方面:第一，实证研究三个体重组的态度对人们开始一项新的体育活动的意图的影响;第二，探索不同人口群体内部的差异;最后，为从事体育活动领域的社会营销人员提供研究和实践启示。共有1459名受访者参与了这项在线调查。我们的研究结果表明，当个体对体育活动持有消极和积极的态度时，他们会有更高的意愿开始新的体育活动。实证研究发现，超重和肥胖的人对体育活动的态度比健康的人更消极，更不积极。结果表明，克服消极态度和加强积极态度仍然是影响意志行为(如体育活动)的必要条件，这需要认知加工和行动来改变行为。参加体育活动的人了解体育活动的积极和消极影响，他们可能会在知道有短期成本的情况下参加体育活动。

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引用次数: 2

Cause‐related marketing and customer donations in an online marketplace 在线市场中的事业相关营销和客户捐赠

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing

Pub Date : 2013-02-01 DOI: 10.1002/NVSM.1456

N. Aldridge, J. Fowles

eBay for Charity provides mechanisms for embedding charitable fundraising and donations into the UK's largest online marketplace, with 18 million unique visitors each month. This paper explores some of our findings concerning the impact of charitable activity on the behaviour of those who participate, including buyers, sellers, and the charities themselves, and suggests ways these findings could be applied to other forms of online fundraising in the future. Copyright © 2012 John Wiley & Sons, Ltd.

引用次数: 6

Personas in action: linking event participation motivation to charitable giving and sports 行动中的人物角色:将活动参与动机与慈善捐赠和体育活动联系起来

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing

Pub Date : 2013-02-01 DOI: 10.1002/NVSM.1458

M. Hendriks, E. Peelen

Charitable organizations continue to use sport events to raise money for the cause and provide meaningful experiences for participants. This study analyzes the motivation for participating in a charity sport event. Four segments of participants have been distinguished based upon a cluster analysis; for each of them, personas have been constructed on the basis of qualitative research. How to approach these personas with different propositions has been formulated on the basis of their motivation regarding the cause and/or the actual sport activities. The purpose of this study is to contribute to a common understanding and method of creation of personas, a new and largely untested tool. Furthermore, this study demonstrates the value of detecting the most valuable participant segments in order to influence and leverage future and repeat participation as a basis for success of a fundraising event for a charity's cause. Copyright © 2012 John Wiley & Sons, Ltd.

慈善组织继续利用体育赛事为慈善事业筹集资金，并为参与者提供有意义的经历。本研究分析了参与慈善体育赛事的动机。根据聚类分析，将参与者分为四类;对于他们中的每一个人，人物角色都是在定性研究的基础上构建的。如何用不同的命题来接近这些人物角色，已经根据他们的动机和/或实际的体育活动来制定。本研究的目的是促进对人物角色创建的共同理解和方法，这是一种新的，很大程度上未经测试的工具。此外，本研究证明了检测最有价值的参与者细分的价值，以影响和利用未来和重复参与，作为慈善事业筹款活动成功的基础。版权所有©2012 John Wiley & Sons, Ltd。

引用次数: 36

Risky products in movies: a special type of the embedded message requiring special treatment? 电影中的风险产品:一种需要特殊处理的特殊类型的嵌入信息?

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing

Pub Date : 2012-11-01 DOI: 10.1002/NVSM.1433

A. Kovalenko, Ben Wooliscroft

The appearance of risky products such as alcohol, tobacco and firearms, as well as their brand imagery, in movies can be supported by product manufacturers. This article discusses the argument for a disclosure advising consumers about the persuasive intent behind the appearance of some risky products in movies, drawing upon the ethical implications of product placement. Such a disclosure would protect consumers against the impact of promotional messages and allow moviemakers to separate their artistic activities from promotion of risky products. Copyright © 2012 John Wiley & Sons, Ltd.

引用次数: 1

What do social marketing programmes reveal about social marketing? Evidence from South Asia 关于社会营销，社会营销计划揭示了什么?来自南亚的证据

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing

Pub Date : 2012-11-01 DOI: 10.1002/NVSM.1436

Gordhan K. Saini, Kumar Mukul

Although social marketing is growing as a discipline, there are several social marketing programmes (SMPs) across the world which can guide us in achieving a better understanding of social marketing. In this paper, using a case study approach, we map the SMPs to the six Ps of marketing; and then attempt to provide key observations about the South Asian SMPs by critically reviewing and comparing them with the social marketing success stories of the USA. Important insights are provided on the variations in SMP strategies by the region and type of social issue. The role of partnership is important in making social marketing initiatives in developing countries effective and sustainable by providing support in manufacturing and distributing quality products at an affordable rate and in remote areas. We propose that the ‘Partnership P’ should be given equal importance as the classical four Ps of marketing mix. Moreover, the South Asian initiatives seem to be broader than those of the USA and therefore, perhaps there exist more learning opportunities for scholars from the experiences of South Asian social marketing initiatives. The social marketer should be cognizant of regional dissimilarities in terms of income, location, language, literacy, product requirement and culture, and these may be factored in the design and execution of future social marketing strategies. However, the limited number of case studies may restrict the generalisability of the findings and a further probing may be suggested with better coverage of diverse SMPs. Copyright © 2012 John Wiley & Sons, Ltd.

虽然社会营销作为一门学科正在成长，但世界上有几个社会营销计划(smp)可以指导我们更好地理解社会营销。本文采用案例研究的方法，将smp映射为营销的6p;然后通过批判性地回顾和比较美国的社会营销成功案例，试图提供有关南亚smp的关键观察结果。根据区域和社会问题类型，提供了关于SMP战略差异的重要见解。伙伴关系的作用是重要的，通过支持以负担得起的价格在偏远地区制造和分销优质产品，使发展中国家的社会营销倡议有效和可持续。我们建议，“伙伴关系P”应该与传统的营销组合的4p同等重要。此外，南亚的社会营销倡议似乎比美国更广泛，因此，也许南亚社会营销倡议的经验对学者来说有更多的学习机会。社会营销人员应该认识到在收入、地理位置、语言、文化、产品需求和文化等方面的地区差异，这些可能是未来社会营销策略设计和执行的因素。然而，案例研究的数量有限可能会限制研究结果的普遍性，并可能建议进一步探讨更好地覆盖各种smp。版权所有©2012 John Wiley & Sons, Ltd。

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引用次数: 11

Coverage of social marketing efforts in the mainstream media 主流媒体对社会营销工作的报道

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing

Pub Date : 2012-11-01 DOI: 10.1002/NVSM.1431

M. Basil

How well known is the field of social marketing? Given the recent rise to prominence of social media, could there be name confusion between “social marketing” and “social media marketing?” To what extent do people believe that social change efforts are coercive or reflect a “nanny state?” We use a content analysis of newspaper coverage as a measure of public opinion to assess these issues. To investigate how much coverage social marketing efforts receive and how these efforts are portrayed in the mainstream media, a content analysis of the 10 largest circulation newspapers in the USA was conducted. A search examined the term “social marketing.” The results show that there is generally very limited coverage of social marketing. In fact, the term “social marketing” is currently being used primarily to describe social media marketing efforts. The results also show that there is a considerable amount of criticism of social change efforts, especially those with structural or “upstream” efforts. Finally, the likelihood of criticism depends on the orientation of the newspaper (with the Chicago Sun-Times and the New York Times more typically supportive and the New York Post and the Wall Street Journal more critical of these efforts). Copyright © 2012 John Wiley & Sons, Ltd.

社会营销领域的知名度有多高?鉴于最近社交媒体的崛起，“社交营销”和“社交媒体营销”之间是否存在名称混淆?人们在多大程度上相信社会变革的努力是强制性的或反映了一个“保姆国家”?我们使用报纸报道的内容分析作为公众舆论的衡量标准来评估这些问题。为了调查社会营销努力获得了多少报道，以及这些努力是如何在主流媒体上被描绘出来的，我们对美国发行量最大的10家报纸进行了内容分析。搜索“社会营销”一词。结果表明，社会营销的覆盖范围通常非常有限。事实上，“社会营销”一词目前主要用于描述社会媒体营销的努力。结果还表明，对于社会变革的努力，特别是那些结构性或“上游”努力，存在相当数量的批评。最后，批评的可能性取决于报纸的定位(《芝加哥太阳时报》和《纽约时报》通常比较支持这些努力，而《纽约邮报》和《华尔街日报》则比较批评这些努力)。版权所有©2012 John Wiley & Sons, Ltd。

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