Rethinking non-profit brands through a volunteer lens: time for B2V
Author:
Affiliation:
1. Oxford Brookes Business School, Oxford Brookes University, Oxford, UK
2. Henley Business School, Henley-on-Thames, UK
Publisher
Informa UK Limited
Subject
Marketing,Strategy and Management
Link
https://www.tandfonline.com/doi/pdf/10.1080/0267257X.2020.1818804
Reference86 articles.
1. Rethinking the Relationship between Social/Nonprofit Marketing and Commercial Marketing
2. The Identity Salience Model of Relationship Marketing Success: The Case of Nonprofit Marketing
3. Social Identity Theory and the Organization
4. The Self-Regulation of Attitudes, Intentions, and Behavior
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