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This study investigates the influence of university brand image, satisfaction, and alumni’s university identification on positive word-of-mouth (WOM) intentions. The model is tested using data coll...

We contribute to the nonprofit marketing and branding research streams by, treating a charity as a brand, investigating the influence of a brand attribute, brand authenticity, on a bundle of import...

This paper investigates the mechanisms through which brand identity affects brand performance. The study proposes that brand identity influences brand preference and affective brand identif...

This study explores the importance of psychographic characteristics as potential segmentation bases in the higher education sector. In particular, we develop a taxonomy of university students based on their achievement orientation and prestige sensitivity. The study analyses the survey data obtained from 948 respondents using cluster analyses and multiple analysis of variance (MANOVA), indicating interesting findings. Three distinct clusters emerge, namely Strivers, Modest Achievers and Prestige-seeking Innovators. Findings reveal that Prestige-seeking Innovators have a more positive attitude towards the university, whereas Strivers have the strongest sense of regret over their decision to enrol at their current university and would seize the opportunity to enrol in a more prestigious university. The taxonomy is highly relevant to marketers of higher education institutions as it gives insights into potential bases for segmentation, positioning and communication strategies targeting the specific ch...

The authors evaluate the potential of green marketing and its limitations in solving society’s environmental problems. The streams of research in the green marketing area are reviewed and their assumptions and efficacies are discussed. While green marketing has some positive societal outcomes, on its own it is an insufficient solution to societal environmental problems in general and to humanity’s existential threat from climate change in particular. The authors analyze and discuss the roles and responsibilities of business, citizen-consumers, and government in contributing environmental solutions.

In this article three generations of research addressing the marketing construct in nonprofit organizations are critically analyzed: (a) market orientation in nonprofit organizations, (b) societal orientation, and (c) research contributions aiming to close the existing practice–theory gap on this topic. A qualitative study among 24 nonprofit marketers is conducted in Canada and Germany to develop a construct labeled nonprofit marketing orientation. It includes the dimensions of brand orientation, supporters’ orientation, commercial orientation, and service orientation. Furthermore, the authors describe the nomological net of nonprofit marketing orientation to present interconstruct relationships and to inform future research.

Given the continuing need for professional nonprofit managers, a trend toward more businesslike models for administrating nonprofits seems likely. However, the level of business school involvement in the education of future nonprofit managers is largely unknown. Given direction from the Association to Advance Collegiate Schools of Business (AACSB; the premier accreditation body for U.S. business schools) for an education that not only enhances a student's ability to contribute to an organization but to the greater society as well, it seems likely that an increased attention to a curricular focus on business educations that aids the training of future professional nonprofit organization managers might be likely. This study examines the status of nonprofit management, marketing, finance, accounting, social entrepreneurship, social marketing, fundraising courses, programs, and faculty in a sample of U.S. AACSB-accredited business schools. The perceptions of these business schools' leaders with regard to offe...

The purpose of this study was to determine if sensation seeking and consumer innovativeness are useful characteristics in identifying a productive target market for volunteer tourism offerings. Sensation seeking and consumer innovativeness are trait characteristics describing needs for new experiences, risk taking, simulation, and consumer willingness to integrating these needs into their consumption of products and services. Extreme sports enthusiasts, thought to be high sensation seekers, were surveyed. Chain-referral methods were used to recruit the sample. Findings indicate that respondents were high in sensation seeking and consumer innovativeness. Many also expressed a desire for future volunteer work. Findings indicate that respondents would be a potential target market for volunteer tourism experiences and suggest that certain individual traits can be useful in identifying other individuals that would be a productive target market for volunteer tourism offerings. A better understanding of the bene...

Consumer perceptions of the information content contained on prescription drug websites was of interest in this investigation. Twenty branded prescription drugs were selected because they were evaluated as being poor consumer choices for safety reasons or because better alternatives existed. Study participants visited each of 20 websites for the selected drugs, and then they answered a series of questions for each website, in order to evaluate each website's information content. Participants, without knowing the selected prescription drugs were selected because they were problematic, reported that the drug company information was complete, fully presenting benefit and risk information, without being false or misleading in any respect. Pricing information was generally not provided by drug companies. Alternative medicines, treatments, and behavioral approaches for dealing with an illness or health condition were generally not part of the information provided by drug companies. Public policy implications are also discussed.

The purpose of this study is to ascertain the degree to which marketing was integrated into the curricula of U. S. nonprofit management programs. Seventyfour program directors of U. S. nonprofit management programs responded to a national survey. They answered questions pertaining to the academic location of the program, their own academic fields, the number of marketing and marketingrelated courses in their programs, their perceptions of what topics are considered part of marketing, and the relative importance they assigned to marketing in relation to other topics. Major points are the following: (1) Program directors are primarily from the public administration field (26 percent); (2) the nonprofit management programs had, on average, about one course dedicated to nonprofit marketing, and two marketing-related courses such as fund-raising or public relations; (3) program directors ranked marketing as sixth among 13 core subjects, indicating that a moderate importance is assigned to marketing in ...

A three-nation sample of nonprofit managers was surveyed to determine their preferences for additional education and training on a 37-item list of marketing topics. Preferences were ranked and compared to determine most preferred topics and cross-national differences. For educators and trainers, the results provide input on which marketing topics are of greatest interest to current nonprofit leaders. Findings on managers* preferences for the format and delivery of training and education alternatives are also provided. The number of nonprofit organizations in the United States has been growing steadily, from 12,500 in 1940 to almost 2 million in 2006 (Independent Sector, 2007; Wymer, Knowles, and Gomes, 1996). This trend has accelerated in recent years; between 1996 and 2006, the number of public charities increased 68.7 percent (NCCS, 2007). This growth has stimulated a demand for nonprofit managers (Salamon and Sokolowski, 2005), and academic programs in nonprofit management have been JPAE l4(2):271-283 Journal of Public Affairs Education 271 This content downloaded from 207.46.13.51 on Mon, 20 Jun 2016 07:28:01 UTC All use subject to http://about.jstor.org/terms Curricular Content of the Marketing Component for Nonprofit Management Programs growing to respond to this demand (Wilson and Larson, 2002; Young, 1999). U.S. graduate programs offering three or more courses in nonprofit management areas numbered 17 in 1990, 32 in 1992, 76 in 1997, and 114 in 2001 (Irvin, 2003; Mirabella, 2004; Wish and Mirabella, 1998). Students in public affairs programs are preparing to become professionals (Perry, 2005), and an increasing number of public administration graduates are seeking and finding career opportunities in nonprofit organizations. For example, more than one-third of Columbia University MPA graduates have chosen careers in nonprofit organizations. Over one-fourth of MPA graduates from Harvard's John F. Kennedy School of Government have chosen careers in nonprofit organizations. This trend is expected to continue (Cohen and Abbott, 2000). Because a fair proportion of graduates are preparing for professional careers in nonprofit organizations, their education must be relevant to the demands of their professions (Dawes, 2004). Smith (2000) argues that nonprofit management education programs should be designed to respond to the needs of nonprofit leaders and managers. In order for the curriculum to be relevant, it needs to be developed and kept current with consideration given to practicing managers' current and emerging needs. A common complaint of MPA graduates is that their education was not practical (Cunningham, Riverstone, and Roberts, 2005). Cunningham, Riverstone, and Roberts (2005) argue that academics and practitioners are not communicating. They contend that poor communication between scholars and practitioners reduces the transfer of knowledge from academics to the public sector. Academics are not producing knowledge that practitioners need. Tschirhart (1998) provides an example of how the development of the nonprofit management curriculum at Indiana University was informed by surveying nonprofit managers. Practitioner input to inform curriculum development should not be limited to domestic practitioners, but should extend to international practitioners. A number of international students in schools of public affairs who will return to their home countries after completing their programs, and their education needs to have relevance for their professional context. In addition, there are calls for the globalization of the curriculum (El Baradei and Newcomer, 2005). New MPA programs are emerging around the world, and NASPAA has shown an increased interest in international initiatives (Jennings and White, 2005). The content of nonprofit management programs must respond to the needs of practitioners, but consideration should also be given to content delivery. In some programs, a good proportion of students, especially in graduate programs, are working professionals. For example, Larson, Wilson, and Chung (2003) surveyed students in six nonprofit management programs and found that about 90 percent of the students in their survey were working nonprofit professionals and were very interested in a curriculum that would help them more effectively manage the operations of nonprofit organizations. Additionally, Larson, Wilson, and 272 Journal of Public Affairs Education This content downloaded from 207.46.13.51 on Mon, 20 Jun 2016 07:28:01 UTC All use subject to http://about.jstor.org/terms Curricular Content of the Marketing Component for Nonprofit Management Programs Chung (2003) examined what courses students believed were most important in their curricula and what courses needed more emphasis. Next to strategic planning, students rated fundraising and development as most important. General marketing, volunteer management, and advocacy in public policy were also rated highly.

This article presents a general framework for the social marketing process. An example from British history is used to demonstrate an effective model for gaining public and government support for a social marketing initiative. The historical analysis illustrates a key issue: public interpretation of the importance of the social marketing cause is dependent upon its core values and that its values may differ from the group advocating social action. The advocacy group's effectiveness in obtaining support for its cause will hinge upon its ability to strike a resonant chord with the social values of society and its cause.

SUMMARY Collaborative relationships between businesses and nonprofits have grown tremendously in the last few years. These cross-sector alliances are different from within-sector alliances (business-business alliances) which has been examined in prior research, and include corporate philanthropy, corporate foundations, licensing agreements, sponsorships, transaction based promotions, joint issue promotions, and joint ventures. This paper discusses the growth, size, and scope of various business and nonprofit collaborative relationships and develops a typology of these relationships. Motivations for business-nonprofit collaborations and expected outcomes are presented as well as fruitful topics for further investigation.

Volunteering is presented as part of the resource attraction function of nonprofit marketing, a type of helping behavior, and a form of symbolic consumption. From a sample of volunteers, findings show that male and non-working volunteers are more likely than female and working volunteers to spend more time on volunteering and to volunteer for more number of organizations. Females and working volunteers are significantly more empathetic than males and non-working volunteers. Male and female volunteers and working and nonworking volunteers are also differentiated in terms of their values. Managerial implications are discussed.

This study investigates physicians' responses to different marketing media and promotional tactics typically used by the pharmaceutical industry. Results from a sample of 109 physicians show that pharmaceutical representatives were most useful, followed by drug samples and advertorials in medical journals. Direct mail, promotional faxes, and promotional products were used less by physicians. In addition, the investigation explored which sources of information physicians use in obtaining information about pharmaceuticals. Medical books, medical journals, and medical conferences and symposia were found to be the most useful. Secondary sources identified as being useful included free samples, other physicians, and pharmaceutical representatives. Managerial implications for marketing to physicians and ideas for future research are discussed.

SUMMARY A model describing the formation and outcomes of alliances between nonprofit organizations and business firms is presented in the following pages. In order to have a better understanding of the process through which Nonprofit-Business Alliances (NBAs) are formed, various factors that influence the formation of such alliances are identified and their effects explained. A nonprofit-business alliance model is developed and propositions are derived. The model is also extended to include the factors that influence the outcomes of NBAs

SUMMARY The authors discuss recruitment of volunteers to serve in local nonprofit organizations. A conceptual model describing the determinants of volunteering is described. The model is useful in understanding the various influences affecting a person's volunteer behavior. Marketing tactics, which take into account prior research, are presented in order to help the volunteer program manager (VPM) more effectively recruit volunteers. While the work is academically strong, efforts are made to make this work very practical.

Youth ministries are in a state of transition. Formerly effective models of youth ministry are proving to be ineffective for youth born in the 1980′s, the Millenials. Today's youth are feeling alienated from the church community and are often treated like a separate subculture, uninvolved in church life outside their own sphere. While contemporary discussions about these issues largely focus upon the format and structure of youth ministries, this article concerns itself with the content of those ministries. While not discussing what youth are taught, this article emphasizes the need to ground youth in what we teach them so that those teachings will be long-lived in the youth. Specifically, this article presents ideas, based on established social psychological theory, which may help to develop in our youth resistance against a bombardment of messages from our culture which are contrary to our religious principles, values, and beliefs.

The authors conducted a review of prior research on hospice volunteering. The results show that, in most cases, the hospice volunteer is a white, married, middle-aged, financially comfortable, unemployed, female who has some college education, strong religious beliefs and has experienced the loss of someone close (see Tables 1 and 2). The results also show that hospice volunteers tend to share certain personality traits reflecting compassion, tolerance, empathy and sensitivity among others. Volunteers tend to fulfill four roles: direct patient support, education, clerical assistance, and professional services (Bunn 1985). Motivations for volunteering and for continuing one's work as a volunteer appear to be for both personal and altruistic reasons. Primary reasons for discontinuing volunteer service include burnout, communication problems, unrealistic expectations, and insufficient use of the volunteer staff. Gaps in this area of research are identified and topics for further research are presented.

This paper reports the results of a qualitative assessment of 134 church volunteers from multiple churches in two Midwestern cities. The findings indicate that there are three primary dimensions to church volunteering. First, church volunteers feel that their service is a response to Scriptural teachings. Second, church volunteers desire to make a meaningful contribution. They need to know that their service makes a difference. Third, church volunteers derive psycho-social benefits from their service. For many volunteers, their service is a means through which they can feel needed, useful, and helpful. Also, their service provides a means for social interaction with others. Managerial implications of the findings are discussed.

SUMMARY The research objectives were to better understand the motives of hospital volunteers, determine if hospital volunteers could be differentiated from other volunteers using determinant variables from multiple conceptual domains, and to discover correlates which may predict more intensive volunteering. Social lifestyle, demographic, personality, and terminal value measures were obtained from a sample of 105 hospital volunteers and 908 volunteers serving in other organizations. Survey respondents were derived from over 40 nonprofit organizations in two midwestern cities. In comparing hospital volunteers to volunteers serving in other types of organizations, hospital volunteers are differentiated by two demographic variables (age and average hours volunteered each month), two social lifestyle variables (the number of volunteer organizations in which they serve and the frequency of attendance at religious services), one personality variable (self-esteem), and one value (a world of beauty). Determinates ...

SUMMARY The research objective was to investigate if seniors could be meaningfully differentiated from other volunteers using selected determinant variables. Another purpose of this study was to determine if higher performing senior volunteers could be differentiated from lower performing senior volunteers. Lifestyle, demographic, personality, social, and core value measures were obtained from a sample of 114 non-volunteers, 387 senior volunteers, and 605 non-senior volunteers. The results indicate that (1) seniors can be treated as a homogenous group for target marketing; (2) males are more likely to volunteer when they are seniors; (3) senior volunteers are differentiated by higher rates of church membership, church attendance, and by their religious values; and (4) senior volunteers are more altruistic (less egoistic) than younger volunteers, but they still desire a sense of accomplishment from their service. Other findings and managerial implications are discussed.

SUMMARY The research objective was to investigate if hospice volunteers could be differentiated from other volunteers using determinant variables from multiple conceptual domains (i.e., personality variables, social/lifestyle variables, demographic variables, and terminal values). Another purpose was to determine if higher performing hospice volunteers could be differentiated from lower performing hospice volunteers. Lifestyle, demographic, personality, social influence, and terminal value measures were obtained from a sample of 63 hospice volunteers and 950 volunteers from other organizations. Survey respondents were derived from over 40 nonprofit organizations in two Midwestern cities. In comparing hospice volunteers to volunteers serving in other types of organizations, hospice volunteers are differentiated by 11 determinant variables. One demographic variable (age), one social/lifestyle variable (the number of organizations to which the volunteer donates time for), and one personality variable (self-e...

This article builds upon earlier works in JMMM which emphasize a marketing orientation in church management. Specifically, this article illustrates how small group leaders, and thus, small group ministries, can become more effective by becoming more marketing oriented. The article begins by emphasizing the necessity of developing more effective small group ministries in our churches. Next small group leadership styles that are ineffective are categorized and discussed. Finally beneficial behaviors, grounded in a marketing orientation, are depicted which foster effective small group ministries.

Building upon earlier work in JMMM, this article describes how a marketing-oriented church can develop marketing strategies for one of its key constituencies-church volunteers. Volunteers ...

Volunteers who work in nonprofit organizations serve an important role in our society, as evidenced by their economic impact. Nonprofit organizations which rely on volunteers are finding it increasingly difficult to recruit and retain sufficient numbers of volunteers to fulfill their missions. Faced with this situation, managers need to become more marketing oriented in their approach of dealing with their volunteers. A manager's first step in becoming more marketing oriented is obtaining a better understanding of the organization's volunteers. This article presents an example of a customer analysis of a specific group of volunteers–church volunteers, to test the efficacy of this approach in better understanding a target group of volunteers. Collecting data from survey respondents, comparisons are made between church volunteers and non-volunteers, between church volunteers and secular volunteers, and between church members who volunteer in their churches and church members who volunteer in secula...

Although the literature on volunteerism is considerable and growing, there is not a substantial body of research dealing with the association between religious values and volunteerism. There may be a relationship between religious values and community volunteerism. There may be a relationship between religious values and church volunteerism. These issues have not been examined in depth. The purpose of this article is to examine the relationship between religious values and secular volunteering and the relationship between religious values and religious volunteering.

This study added to our understanding of regular ongoing volunteering in organizations by segmenting volunteer subgroups using values, self-esteem, empathy, and facilitation. A questionnaire was developed and a mail survey was used to collect data. The survey produced 1,058 completed questionnaires. Respondents were volunteers from over 37 different organizations in two different cities. A series of multiple regression analyses were performed on the data to test the hypotheses. Eighteen different values, empathy, self-esteem, and facilitation were regressed on a series of dummy variables, representing different volunteer groups. Of the eleven multiple regressions that were performed, one produced no significant findings. Interestingly, in several regression equations, variables that were hypothesized to differentiate groups of volunteers were insignificant while other variables were found to be significant predictors of membership in a volunteer group. It was concluded that the variables used dem...