Nonprofit marketing research: developing ideas for new studies

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dc.contributor.authorWymer, Walter
dc.date.accessioned2021-06-30T14:39:44Z
dc.date.available2021-06-30T14:39:44Z
dc.date.issued2021
dc.descriptionAccepted author manuscript.en_US
dc.description.abstractThe 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.en_US
dc.description.peer-reviewYesen_US
dc.identifier.citationWymer, W. (2021). Nonprofit marketing research: Developing ideas for new studies. SN Business & Economics, 1, 90. https://doi.org/10.1007/s43546-021-00095-0en_US
dc.identifier.urihttps://hdl.handle.net/10133/5930
dc.language.isoen_USen_US
dc.publisherSpringeren_US
dc.publisher.facultyDhillon School of Businessen_US
dc.publisher.institutionUniversity of Lethbridgeen_US
dc.publisher.urlhttps://doi.org/10.1007/s43546-021-00095-0en_US
dc.subjectNonprofit marketingen_US
dc.subjectNonprofit theoryen_US
dc.subjectConceptual developmenten_US
dc.subjectResearch planningen_US
dc.subject.lcshMarketing research
dc.subject.lcshNonprofit organizations--Marketing
dc.titleNonprofit marketing research: developing ideas for new studiesen_US
dc.typePreprinten_US
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