Positioning Strategies for Social Cause Organizations: A Multivariate Analysis of Dimensions and Ideals

Autor:	Charlene Pleger Bebko, Lisa M. Sciulli
Rok vydání:	2011
Předmět:	Marketing Multivariate statistics Knowledge management Organizational identity Multivariate analysis business.industry media_common.quotation_subject Perspective (graphical) Ideal (ethics) Perception Respondent business Psychology Perceptual mapping media_common
Zdroj:	Journal of Nonprofit & Public Sector Marketing. 23:99-133
ISSN:	1540-6997 1049-5142
DOI:	10.1080/10495142.2011.572658
Popis:	The purpose of this article is to provide a framework for exploring positioning strategies for social cause organizations (SCO) in an attempt to better utilize their distinguishable nature and ability to foster aspects of desired change. Although much research has been considered regarding SCOs and their ability to attract understandable interest and passion, limited work has investigated their unique positioning strategies. Statistical positioning tools will provide an analytical perspective of the attributes these organizations possess and what influences they may have on individual perceptions. Published marketing materials from select SCOs will be examined. Analysis will reveal perceptual maps based upon respondent attribute ratings. “Ideal” SCOs will then be identified with multivariate regression. Results will be further tested to discern the predictive capabilities of the maps. Last, theoretical and managerial implications will be forwarded for discussion.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::562ad25ae756e91a273165041baa872f https://doi.org/10.1080/10495142.2011.572658 Zobrazit plný text záznamu Plný text ve formátu PDF Plný text ve formátu HTML
Nepřihlášeným uživatelům se plný text nezobrazuje	K zobrazení výsledku je třeba se přihlásit.