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Nonprofit marketing research: developing ideas for new studies

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  • Walter Wymer

    (University of Lethbridge)

Abstract

The field of nonprofit marketing has progressed considerably. However, the field has often been discordant and fragmented. Progressive streams of research in nonprofit marketing, in which connected incremental increases in our knowledge have been lacking. To provide a unifying framework which researchers can use when planning a research program, this paper presents a holistic model of research knowledge development. The purpose of this paper is to help researchers find useful research topics and to develop research programs that will make meaningful contributions to the field. Developing a nomological net is presented as a foundational means of establishing the proposed study’s contribution to the extant literature. It is key in depicting the inter-construct influences acting on the focal outcome variables. The goal is to develop research that has greater theoretical significance and practical implications.

Suggested Citation

  • Walter Wymer, 2021. "Nonprofit marketing research: developing ideas for new studies," SN Business & Economics, Springer, vol. 1(7), pages 1-14, July.
    • Handle: RePEc:spr:snbeco:v:1:y:2021:i:7:d:10.1007_s43546-021-00095-0
    DOI: 10.1007/s43546-021-00095-0
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    References listed on IDEAS

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    1. Walter Wymer, 2017. "Improving the quality of empirical nonprofit research: the focal constructs and their measures," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(2), pages 137-148, June.
    2. Leonilde Conceição Silva & Emerson Wagner Mainardes & Arilda Magna Campagnaro Teixeira & Lindemberg Costa Júnior, 2020. "Brand orientation of nonprofit organizations and its relationship with the attitude toward charity and donation intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(3), pages 353-373, September.
    3. Walter Wymer & Mohammad Muzahid Akbar, 2017. "Brand authenticity, its conceptualization, and its relevance to nonprofit marketing," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(3), pages 359-374, September.
    4. Wymer, Walter & Casidy, Riza, 2019. "Exploring brand strength's nomological net and its dimensional dynamics," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 11-22.
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    Cited by:

    1. Stefanos Balaskas & Aliki Panagiotarou & Maria Rigou, 2023. "Impact of Personality Traits on Small Charitable Donations: The Role of Altruism and Attitude towards an Advertisement," Societies, MDPI, vol. 13(6), pages 1-17, June.

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