Derek Hassay

The University of Calgary | HBI · Haskayne School of Business

Marx (1999) reported that 96% of firms rate a favorable company image as either an important or extremely important outcome of their philanthropic investments. The fact that corporate philanthropy offers marketing opportunities has not been lost on firms, which explains why the responsibility for philanthropic initiatives most often resides within...

The current article extends the concept of brand community to the charity sector. While the charity sector has begun to embrace the relationship marketing paradigm, brand communities represent a unique form of relationship marketing that can have a significant impact on nonprofits. A conceptual model of brand community development in the charity se...

Employee volunteerism can be an effective strategy for increasing the effectiveness of corporate philanthropy. However, in order to be effective, volunteer initiatives should be directed by the firm to ensure a strategic fit and focus on the core competencies of the firm. Therefore, internal marketing strategies are needed to ensure managers receiv...

This article uses transaction cost analysis (TCA) to explore different approaches to corporate philanthropic governance, and the firm and market factors that favor one form of governance over another. Specifically, it examines the conditions under which a firm might choose to enter into an arm's length relationship with an existing charitable organ...

Globally, charities are under increasing pressure to find alternative sources of funding. Although charitable gaming has long been considered a viable source of revenue for charities, opponents of gaming have raised concerns about the potential negative consequences associated with gambling. The current paper examines a unique form of charity gamin...

Charities and researchers have begun to adopt a much broader view of support; one that transcends traditional forms of consumer charitable support behavior (CSB) such as donations and volunteerism to include cause-related marketing (CRM), charity events and charity gaming. The current article builds upon this expanding view of charity support by in...

Despite the millions of hours donated to charity each year by employees on behalf of their employers there has been relatively little research into the motives for such pro-social behavior. The current paper extends Peterson’s (2004, Journal of Business Ethics 49, 371) study by exploring a unique form of employee volunteerism identified as intra-or...

The current paper extends the concept of brand community–a compelling form of relationship marketing-to the hospitality firms and destinations of the tourism sector by introducing the notion of “visitor communities.” The authors argue that destinations and hospitality firms can enhance their marketing efforts by following the lead of sophisticated...

Recently, attempts to define the scope of compulsive consumption, a form of aberrant consumer behavior, have resulted in a proliferation of consumption behaviors identified as manifestations of compulsive consumption. However, Nataraajan and Goff (1992) indicated that this proliferation of studies has been marred by definition and measurement incon...

Researchers have long theorized that firms in their early stages suffer from constraints of the liability of newness (Stinchcombe, 1965), and the liability of foreignness (Zaheer, 1995). We observe and examine this issue in the context of Canadian network marketing organizations where individual immigrant entrepreneurs from various ethnic groups us...