Nonprofit marketing research: developing ideas for new studies
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Date
2021
Authors
Wymer, Walter
Journal Title
Journal ISSN
Volume Title
Publisher
Springer
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.
Description
Accepted author manuscript.
Keywords
Nonprofit marketing , Nonprofit theory , Conceptual development , Research planning
Citation
Wymer, W. (2021). Nonprofit marketing research: Developing ideas for new studies. SN Business & Economics, 1, 90. https://doi.org/10.1007/s43546-021-00095-0