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Nonprofit marketing research: developing ideas for new studies

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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.

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This is a conceptual paper. No data were collected.

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  1. Dhillon School of Business, University of Lethbridge, Lethbridge, AB, Canada

    Walter Wymer

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  1. Walter Wymer
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Correspondence to Walter Wymer.

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Wymer, W. Nonprofit marketing research: developing ideas for new studies. SN Bus Econ 1, 90 (2021). https://doi.org/10.1007/s43546-021-00095-0

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