International Journal of Nonprofit and Voluntary Sector Marketing最新文献

英文中文

Individual characteristics and the arousal of mixed emotions: consequences for the effectiveness of charity fundraising advertisements 个体特征与混合情绪的唤起:对慈善募捐广告效果的影响

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing

Pub Date : 2015-05-01 DOI: 10.1002/NVSM.1500

R. Bennett

Charities that deal with emotionally upsetting issues (severe physical disfigurement, cruelty to animals, etc.) frequently include in their fundraising materials images and messages with the potential to cause substantial psychological distress to some members of the public. Often, the materials presented arouse mixed positive and negative emotions within viewers. This study examined the influences of a number of potential antecedents of the stimulation of mixed emotions among individuals confronted with highly emotional charity fundraising advertisements. The research sought to identify the type of person most likely to experience mixed emotions when observing an emotional charity advertisement, the specific kinds of emotion felt most deeply by individuals with various characteristics, and the consequences of mixed emotions for a person's attitude towards the advertisement and for the individual's behavioural intention vis-a-vis future donations. Three made-up charity advertisements were presented to a sample of 771 respondents. A model was constructed to predict the participants' emotional reactions to the advertisements and was estimated, the results suggesting that mixed emotions represented an important determinant of both attitude towards the advertisement and the sample members' behavioural intention. Copyright © 2014 John Wiley & Sons, Ltd.

处理情感困扰问题(严重的身体毁容，虐待动物等)的慈善机构经常在他们的筹款材料中包含可能对一些公众造成严重心理困扰的图像和信息。通常，所呈现的材料会引起观众的积极和消极的情绪。本研究考察了面对高度情绪化的慈善筹款广告的个体对混合情绪刺激的一些潜在前因的影响。该研究试图确定哪种类型的人在观看情感慈善广告时最有可能体验到混合情绪，具有不同特征的个人最深切感受到的特定情绪，以及混合情绪对一个人对广告的态度和个人对未来捐赠的行为意图的影响。研究人员向771名受访者展示了三个虚构的慈善广告。我们构建了一个模型来预测参与者对广告的情绪反应，并对其进行了估计，结果表明，混合情绪是对广告态度和样本成员行为意图的重要决定因素。版权所有©2014 John Wiley & Sons, Ltd。

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引用次数: 39

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

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

Alternative approaches to decreasing maternal anemia: identifying the need for social marketing strategies to promote iron-folic acid supplementation in the Peruvian highlands 减少产妇贫血的替代办法:确定在秘鲁高地推广叶酸铁补充的社会营销战略的必要性

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing

Pub Date : 2012-11-01 DOI: 10.1002/NVSM.1438

A. Shaw, L. Golding, A. Girard

Anemia is the most common health condition affecting women during pregnancy, and leads to adverse health outcomes of both the mother and infant. Despite national fortification and supplementation programs in Peru, 21% of women of reproductive age are anemic. Adherence to iron-folic acid (IFA) supplements in this vulnerable population is low and influenced by side effects of the tablets, such as nausea and vomiting, caused by the generic formula of the tablets. The trust within a patient–provider relationship and the provider's competency at effective counseling increases women's adherence, whereas late entry into prenatal care and government regulations limit early initiation of IFA supplementation. It is important for partners to support women during supplementation and participate in their prenatal care. Social marketing strategies targeting the product, price, place, promotion, and policy of IFA supplements should decrease barriers to women's ability to obtain IFA tablets and adhere to the supplementation regimen and reduce iron deficiency maternal anemia. Public health practitioners implementing supplementation programs should consider different behavioral influences at the intrapersonal, interpersonal, and community levels that affect adherence. Copyright © 2012 John Wiley & Sons, Ltd.

贫血是影响妇女怀孕期间最常见的健康状况，并导致母亲和婴儿的不利健康结果。尽管秘鲁实施了国家营养强化和补充计划，但仍有21%的育龄妇女患有贫血。这一脆弱人群对叶酸铁(IFA)补充剂的依从性较低，并受到片剂副作用的影响，如片剂通用配方引起的恶心和呕吐。医患关系中的信任和医患在有效咨询方面的能力增加了妇女的依从性，而进入产前护理和政府法规限制了早期开始补充IFA。重要的是伴侣在补充期间支持妇女并参与其产前护理。针对IFA补充剂的产品、价格、地点、促销和政策的社会营销策略应该减少妇女获得IFA片剂的障碍，坚持补充方案，减少缺铁性贫血。实施补充计划的公共卫生从业人员应考虑在个人、人际和社区层面影响依从性的不同行为影响。版权所有©2012 John Wiley & Sons, Ltd。

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