Nonprofit brand strength’s moderational role

The nature and characteristics of the nonprofit brand strength construct are conceptualized.  Brand strength is defined as a multidimensional construct, composed by brand familiarity, brand remarkability, and brand attitude.  Brand familiarity refers to the level of knowledge the target audience has about the brand object. Brand attitude refers to the degree to which a brand object is perceived favorably by a target group. Brand remarkability refers to the degree to which a brand object is perceived by a target group to be extraordinary.  In the brand management nomological net, brand strength acts as a moderator, influencing the strength of the relationship between marketing tactics (antecedents) and marketing outcomes (consequents). Brand strength’s inter-dimensional relationships are conceptualized. A brand strength strategy grid is presented, which informs brand management strategy based on a brand’s current levels of brand familiarity and brand remarkability. <p

Nonprofit marketing research: developing ideas for new studies

Accepted author manuscript. Embargo in effect until June 14, 2022.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.Ye

The influence of marketing scholarship's legacy on nonprofit marketing

Open accessThis inquiry contributes to the literature on the development of “nonprofit marketing thought” by describing how the field’s early period established a legacy effect on nonprofit marketing scholarship to the present day. This qualitative work uses a wide variety of sources from a protracted historical period in order to more fully inform a perspective on the relevant issues that have influenced the development of nonprofit marketing scholarship. The investigation suggests that, although the debate on whether or not marketing is a science was nominally resolved years ago, the origins of marketing scholarships as an applied business discipline remain influential. The effects on this influence is a body of research that is fragmented, conflicted, sometimes invalid, and has produced few general theories indicative of a social science. Recommendations are offered for improving the quality of nonprofit marketing scholarship.Ye

A macromarketing analysis of prescription drugs in the U.S.

Open access article. Creative Commons Attribution 4.0 International License (CC BY 4.0) appliesThe U.S. prescription drug macromarketing system is examined. Over time, this system has become unbalanced. The system has evolved into one in which market competition has been restricted. This market system now has substantial entry barriers, producer collusion, and extensive linkages between producers and government resulting in government protection of producers. Suggested reforms are offered which aim to bring into greater harmony the interests of both producers and society, while acknowledging the importance of prescription drugs to society and maintaining producer incentives to invest in research and development of innovative new drugs.Ye

Gender differences and volunteering

Author original manuscrip

The antecedents of charity trust and its influence on charity supportive behavior

Author original manuscript (pre-print)This study develops and tests a model that evaluates eight antecedents of charity trust and its influence on volunteering and donating. Secondary data from a national Australian survey (N = 1,377) was collected and data was analyzed using partial least square path analysis. Key findings include identifying individual and organizational antecedents of charity trust and its influence on charity supportive behavior. Results show that organizational transparency is a very strong antecedent, followed by the individual awareness level of an individual towards the organization. We also examined the effect of gender as a moderating influence but did not find a significant effect. We conclude with managerial implications and areas for future researc

Internal marketing in Portuguese health care

Our study replicates and extends prior research on internal marketing by adapting the Jou, Chou and Fu’s (20083) scale for the health care context. Our study includes a sample of 234 nurses, 135 from public hospitals using a traditional management model and 99 from long-term care units using a non-traditional management model. Our findings indicate that the IMS, when used to measure nurses’ perceptions of their organisations’ internal marketing orientation, was reliable. The findings also indicate a relatively low (mean = approximately 3.2 in a 7 point scale) perception of international marketing practices in our sample organisation.Šis straipsnis atkuria ir pratęsia ankstesnį vidinės rinkodaros tyrimą pasitelkiant Jou, Chou ir Fu’s (2008) skalę sveikatos apsaugos kontekstui. Tyrimo imtis yra 234 slaugytojos: 135 iš valstybinių ligoninių, taikančių tradicinį vadybos modelį, ir 99 iš ilgalaikės priežiūros padalinių, kuriuose taikomas netradicinis vadybos modelis. Tyrimo rezultatai rodo, kad skalė buvo patikima matuojant slaugytojų vidinės rinkodaros orientacijos suvokimą. Kartu būtina pabrėžti žemą vidinės rinkodaros taikymo suvokimą imties organizacijoje

A review of scale development practices in nonprofit management and marketing

Open access article. Creative Commons Attribution 3.0 Unported License (CC BY 3.0) appliesWe describe a set of recommended practices for scale development research in nonprofit management and marketing. General process issues are described followed by recommendations for EFA and CFA components of scaling research. Implications for researchers, journal editors and reviewers are discussed.Ye

The Science Performance of JWST as Characterized in Commissioning

This paper characterizes the actual science performance of the James Webb Space Telescope (JWST), as determined from the six month commissioning period. We summarize the performance of the spacecraft, telescope, science instruments, and ground system, with an emphasis on differences from pre-launch expectations. Commissioning has made clear that JWST is fully capable of achieving the discoveries for which it was built. Moreover, almost across the board, the science performance of JWST is better than expected; in most cases, JWST will go deeper faster than expected. The telescope and instrument suite have demonstrated the sensitivity, stability, image quality, and spectral range that are necessary to transform our understanding of the cosmos through observations spanning from near-earth asteroids to the most distant galaxies.Comment: 5th version as accepted to PASP; 31 pages, 18 figures; https://iopscience.iop.org/article/10.1088/1538-3873/acb29