Journal of Nonprofit & Public Sector Marketing

Publisher: Taylor & Francis (Routledge)

Journal description

The Journal of Nonprofit & Public Sector Marketing is devoted to the study of the adaptation of traditional marketing principles for use by nonprofit organizations. Marketers who have struggled to adapt inappropriate marketing strategies from the profit-motivated sector will benefit from this resource targeted specifically for their nonprofit or public sector organization. The Journal of Nonprofit & Public Sector Marketing provides a vehicle for the development of marketing thought and dissemination of marketing knowledge in the nonprofit and public sectors of the economy. These sectors have recently been estimated at 25% of the wages in the U.S. economy, yet only a very small amount of the marketing literature is devoted to them. The nonprofit and public sectors share many common denominators which separate them from the for-profit sector, including budgeting considerations, the measurement of disparate goals among various publics, and a general lack of knowledge of marketing concepts. Traditional marketers often miss these important nuances in attempting to adapt marketing strategies and concepts to these new domains. The Journal of Nonprofit & Public Sector Marketing is devoted to the study of the adaptation of marketing for use by these organizations. The journal is vital reading for a variety of professionals. Marketing professionals, scholars, and researchers from such disciplines as leisure services--parks, recreation, tourism; public relations; higher education administration; and health care will discover a wealth of valuable information in JNPSM. An outstanding review board has been assembled which consists of many of the scholars who have been leaders in the initial development of marketing thought in the nonprofit and public sector. The journal presents peer-reviewed primary research and abstracts and indexes of current research published elsewhere. Special issues are being developed in the areas of marketing for governmental services, causes and movements, leisure services, and mental health.

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Additional details

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Website Journal of Nonprofit & Public Sector Marketing website
Other titles Journal of nonprofit & public sector marketing (Online), Journal of nonprofit & public sector marketing, Journal of nonprofit and public sector marketing
ISSN 1540-6997
OCLC 50100933
Material type Document, Periodical, Internet resource
Document type Internet Resource, Computer File, Journal / Magazine / Newspaper

Publisher details

Taylor & Francis (Routledge)

  • Pre-print
    • Author can archive a pre-print version
  • Post-print
    • Author can archive a post-print version
  • Conditions
    • Some individual journals may have policies prohibiting pre-print archiving
    • On author's personal website or departmental website immediately
    • On institutional repository or subject-based repository after a 18 months embargo
    • Publisher's version/PDF cannot be used
    • On a non-profit server
    • Published source must be acknowledged
    • Must link to publisher version
    • Set statements to accompany deposits (see policy)
    • The publisher will deposit in on behalf of authors to a designated institutional repository including PubMed Central, where a deposit agreement exists with the repository
    • SSH: Social Science and Humanities
    • Publisher last contacted on 25/03/2014
    • This policy is an exception to the default policies of 'Taylor & Francis (Routledge)'
  • Classification

Publications in this journal

  • [Show abstract] [Hide abstract]
    ABSTRACT: Sustainability consumer behavior is a complex and emergent concept and involves progress toward creating a more sustainable society. Changes to government policy in Australia in the Rudd-Gillard era provide a new context for sustainability consumption. Little research appears to address how consumers make decisions and carry out practices to realize their own sustainability values from day to day in the context of a society and economy publicly committed to sustainability, which may also have the influence of not only changing social norms regarding sustainability but also social mores. This paper focuses on how sustainability-concerned consumers made their contribution to sustainability living. Qualitative research was undertaken using depth interviews with 15 sustainability-concerned consumers contacted by advertisement in a Melbourne (Australia) community newspaper along with snowball sampling. The research finds that concerned consumers’ contribution to sustainable living may be characterized on a shades-of-green continuum, as “shoulds” and “woulds”: those who know they should and were prepared to take action and those who are willing to seek more knowledge to take the right action. Sustainability-concerned consumers accept the responsibility to behave sustainably. However they frequently find that this is difficult to do. They consider that purchases and practices both contribute to sustainability and make amends for incorrect purchase by engaging in sustainability practices more widely and more frequently. This may provide an expanded understanding of the values purchase gap. The paper further uncovers how some consumers increasingly are experiencing guilt in regard to their sustainability behaviors. The paper concludes with a discussion of limitations and future research directions.
    No preview · Article · Jul 2015 · Journal of Nonprofit & Public Sector Marketing
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    ABSTRACT: Alumni could be considered as large source of support for their almamaters in such areas as lobbying, volunteering (e.g. mentoring), information, donating, investment and networking. However, in order to increase alumni contribution it is necessary to identify key factors influencing on alumni loyalty. In this article, the authors developed a hybrid intention alumni loyalty (HIAL) model which proposes that alumni loyalty is determined by the main model dimensions of relationship quality, philanthropic effect, discretionary collaborative and student drop-out behavior. In order to validate the proposed model structure, the authors test the HIAL-model using the structural equation modelling approach and empirical data from a survey of both leading German and Russian full universities. Among other things, the results indicate that the predisposition to charity, benefits from alumni-association and quality of teaching, are crucial for intention to alumni loyalty for both Russian and German universities. Suggestions for the work of alumni associations are derived from the findings.
    No preview · Article · Jan 2015 · Journal of Nonprofit & Public Sector Marketing
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    ABSTRACT: December 2010 saw exceptionally harsh winter weather cause major water supply disruption for thousands of Northern Ireland’s citizens. Sustained low temperatures followed by a rapid thaw led to burst water pipes on an unprecedented scale, triggering a water shortage crisis that attracted global media attention. Government-owned Northern Ireland Water (NI Water) received severe criticism for their response to the incident. This article analyzes the reputational threat posed by the crisis and examines the image repair strategies employed by NI Water before, during, and after the event. The crisis was complex and dynamic, requiring a multistrategy response including bolstering, corrective action, mortification, and shifting the blame. However, this was ultimately deemed largely ineffectual since it was more operationally focused than consumer-oriented. The case study adds to the limited research in public sector crisis communication and illustrates how politics and the governmental organizational structure complicated the threat to NI Water’s image.
    No preview · Article · May 2014 · Journal of Nonprofit & Public Sector Marketing
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    ABSTRACT: Social marketing involves campaigns that aim to change individual behavior as well as prosocial behavior in diverse fields, such as health prevention and environment protection. Restricted public funds, debates about the social responsibilities of governments, nonprofit organizations and societies, as well as financial crises have increased interest in effective social marketing as a means of mitigating existing social problems. This article aims to draw the big picture on social marketing effectiveness by developing its theoretical framework. This framework brings together fragmented findings on social marketing effectiveness and incorporates a framework as a theoretically grounded process from relevant stimuli to intended responses. It provides a basis for further research. Recommendations for improved social marketing campaigns are derived. Managerial implications have great relevance for public and nonprofit management, as social marketing strongly influences the work and mission of public and nonprofit organizations.
    No preview · Article · Jul 2013 · Journal of Nonprofit & Public Sector Marketing
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    ABSTRACT: Market orientation is the overarching framework by which practitioners and academics make sense of the interplay between customers, competition, stakeholders, and the organization within the commercial for-profit arena and is the way the marketing concept is put into practice. Many academics have argued that market orientation would also benefit nonprofit organizations by generating more funds in an increasingly competitive environment. The purpose of this article is to conduct a systematic review of market orientation, identify gaps, and develop a research agenda for market orientation research within the underresearched nonprofit sector. This research agenda highlights the structural, human resource, and cultural challenges nonprofit organizations face if they decide to adopt a market orientation, and the need to develop a praxis framework currently missing from the literature. The article offers suggestions for researchers to extend the concept of market orientation from the commercial for-profit into the nonprofit arena.
    No preview · Article · Feb 2013 · Journal of Nonprofit & Public Sector Marketing
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    ABSTRACT: There is a scarcity of research regarding the process of introducing market orientation into the not-for-profit sector. Understanding this process would greatly assist the not-for-profit sector, which is under increasing pressure to obtain funds to operate and offer appropriate services. In this article, we examine the successful introduction of market orientation into three Australian charities and identify the stages of implementation. The introduction of market orientation is analyzed from a discourse transformation perspective and a praxis framework is developed. This is amongst the first studies examining the transition to a market orientation discourse within charity organizations and the first study to develop a praxis framework to guide managers. The study also pioneers a discourse transformation perspective in market orientation research. The article thus extends our knowledge of market orientation within the not-for-profit sector and increases understanding of practitioner engagement in marketing activities.
    No preview · Article · Feb 2013 · Journal of Nonprofit & Public Sector Marketing
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    ABSTRACT: Support from the corporate sector is an important revenue source for many nonprofit organizations. In this article, we consider individual-level influence within the decision-making processes of companies as they make decisions concerning nonprofit arts sponsorship. These decisions have often been linked to the influence of a single high-level executive, and the research contained here seeks to better understand the role of the individual in influencing these decisions. Through qualitative multiple-case research the authors find that a single individual, termed the advocate, is in fact influential. Furthermore, the advocate is determined not by their title or official ranking but by their possession of expert power, a combination of knowledge and the belief of others in that knowledge. In addition, how individuals influence these decisions relates to their application not of gut instinct, but of informed intuition. The article closes in suggesting new perspectives that will assist in better understanding this role.
    No preview · Article · Jan 2013 · Journal of Nonprofit & Public Sector Marketing
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    ABSTRACT: Cause-related marketing campaign structural elements (CSEs) are individual message components that are selected for campaigns and have the ability to influence consumer intentions and behavior. In this study, the impact of donation magnitude (small; large) and donation recipient (branded and well-known; branded and fictitious; unbranded and well-known) on the dependent variables of consumer attitude toward the offer, attitude toward the alliance, and participation intention is explored by means of a 2 × 3 between-subjects experiment. Despite significant differences in familiarity with and attitude toward the donation recipient, significant differences between groups in terms of the dependent variables were not found. The nature of the sample (Generation Y), their attitude toward helping others and charitable organizations, social exchange theory, and equity theory are explored in an attempt to clarify the lack of significant differences pertaining to the dependent variables.
    No preview · Article · Apr 2012 · Journal of Nonprofit & Public Sector Marketing
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    ABSTRACT: This study addressed four gaps in political advertising research: (a) a better framework to replace the issue–image dichotomy, (b) differences in advertising strategies between incumbents and challengers, (c) influence of party positioning on candidate positioning in advertising, and (d) political advertising in state elections. Through a content analysis of 210 advertisements from the 2010 U.S. gubernatorial elections, it was revealed that (a) the concept of information/transformation was similar to the notion of issue/image, and the typology of informational/transformational advertising, after modification, adequately captured the complexity of political advertising; (b) the use of advertising appeals did differ between incumbents and challengers—incumbents used more transformational appeals and positive advertisements, whereas challengers used more informational appeals and negative advertisements; and (c) while the informational advertisements of the Republican candidates appeared to be substantially impacted by issues owned by their party, the influence of party positioning on candidate positioning was quite limited.
    No preview · Article · Mar 2012 · Journal of Nonprofit & Public Sector Marketing