Driving Schizoaffective Engagement: The Role of Experiential Marketing and EXPRO in the Non-Profit Sector
Driving Schizoaffective Engagement: The Role of Experiential Marketing and EXPRO in the Non-Profit Sector
Palavras-chave:
Expro marketing, affective sicostimulators, loyalty, Non-profit organizationsResumo
This article aims to analyze the relationship of experience providers (ExPro) as affective stimulators in experiential marketing in non-profit organizations in the Colombian Caribbean region, was framed in the complementary methodology, under the type of correlational studies and was carried out under a non-experimental, transactional and field design. The facts were also studied from 01 January/2018 to 30 November/2018, where a questionnaire with a Likert scale was applied, which was validated at the discretion of 5 experts with an alpha coefficient of Cronbach 0.85 (Very high), aimed at a population of 273 young people between 18-25 years in the Departments of Cordoba and Sucre which are intervened socially for 5 foundations, statistical data were processed in Microsoft Excel2010, SPSS 8 and @risk (Montecarlo method), subsequently 3 marketing experts were discussed and interpreted through the hermeneutic or interpretive method using it as a tool for qualitative analysis Atlas.ti8 software, generating criteria for weighting and design of inference rules in the fuzzy logic module (Matlab2017), to obtain the following conclusions: standard deviation of 0.23982, correlation between variables of 0.666 (moderately positive). Consequently, 7 rules were generated for the inference module under the simplification of 5 categories of the Likert scale to 3 categories according to proportionality: Fuerte:3.41 - 5.00 [0.4698 0.7012 1,081 1,091], Medium 2.61 - 3.40 [0.456 0.538 0.562 0.669] andDébil1.00 - 2.60 [-0.239 -0.0135 0.3026 0.68], as a significant find:the internal staff(Expro)generates greater influence among the site stimulators effective essay organizations.
Downloads
Referências
Ambler, T., Bhattacharya, C. B., Edell, J., Keller, K. L., Lemon, K. N., & Mittal, V. (2002). Relating Brand and Customer Perspectives on Marketing Management. Journal of Service Research, 5(1), 13-25. DOI: http://doi.org/10.1177/1094670502005001003
Ashforth, B. E., & Mael, F. (1989). Social Identity Theory and the Organization. Academy of Management Review, 14(1), 20-39. DOI: http://doi.org/10.5465/amr.1989.4278999
Bhattacharya, S., Zoladek, T., & Haines, D. S. (2008). WW domains 2 and 3 of Rsp5p play overlapping roles in binding to the LPKY motif of Spt23p and Mga2p. The International Journal of Biochemistry & Cell Biology, 40(1), 147-157. DOI: https://doi.org/10.1016/j.biocel.2007.07.007
Bandyopadhyay, C., Ray, S. (2019) Responsible Marketing: Can Social Enterprises Show the Way? Journal of Nonprofit and Public Sector Marketing 31(2), pp. 164-183.
Choudhury, K. (2019). Materialism, consumerism, and religion: A Buddhist Vision for nonprofit marketing. International Journal of Nonprofit and Voluntary Sector Marketing e1634.
Cano-Vindel, A. (1989). Cognición, emoción y personalidad: un estudio centrado en la ansiedad. (Doctoral Thesis), Universidad Complutense, España.
Carroll, R., Kachersky, L (2019) Service fundraising and the role of perceived donation efficacy in individual charitable giving. Journal of Business Research Volume 99, June 2019, Pages 254-263.
De Castro, E.A., Marques, J., Viegas, M (2018) The Schumpeter creative destruction hypothesis: A spatial assessment on Portuguese regions. Global Business and Economics Review20(2), pp. 198-212.
51
Dick, A. S., & Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22(2), 99-113. DOI: 10.1177/0092070394222001
Doron, R., & Parot, F. (1998). Diccionario Akal de psicología (Vol. 16): Ediciones Akal.
Dutton, J. E., Dukerich, J. M., & Harquail, C. V. (1994). Organizational images and member identification. Administrative science quarterly, 39(2), 239-263. doi: http://doi.org/10.2307/2393235
Enright, M., Francés, A., & Scott Saavedra, E. (1994). Venezuela: el reto de la competitividad. Caracas, Venezuela: IESA.
Gross, H.P., Rottler, M. (2019) Nonprofits’ Internal Marketing and Its Influence on Volunteers’ Experiences and Behavior: A Multiple Mediation Analysis. Nonprofit and Voluntary Sector Quarterly 48(2), pp. 388-416
Habibpour, M. M., Peiffer, M., Pepermans, R., & Jegers, M. (2018). How giving affects giving: a long-term analysis of donations. Applied Economics, 50(21), 2402-2413. DOI: http://doi.org/10.1080/00036846.2017.1397853
Han, H., Kim, Y., & Kim, E.-K. (2011). Cognitive, affective, conative, and action loyalty: Testing the impact of inertia. International Journal of Hospitality Management, 30(4), 1008-1019. DOI: https://doi.org/10.1016/j.ijhm.2011.03.006
Heller, A., & Cusó, F. (1980). Teoría de Los sentimientos (Vol. 29): Fontamara.
Hernández, L. (1998). Los estudios de competitividad en América Latina y Venezuela. Venezuela: Facultad de Ciencias Económicas y Sociales.
Hernández-Julio, Y. F., Hernández, H. M., Guzmán, J. D. C., Nieto-Bernal, W., Díaz, R. R. G., & Ferraz, P. P. (2019). Fuzzy Knowledge Discovery and Decision-Making Through Clustering and Dynamic Tables: Application in Medicine BT - Information Technology and Systems. In Á. Rocha, C. Ferrás, & M. Paredes (Eds.) (pp. 122–130). Cham: Springer International Publishing.
Hommerová, D., Severová, L (2019) Fundraising of Nonprofit Organizations: Specifics and New Possibilities. Journal of Social Service Research 45(2), pp. 181-192.
Hilton, K. (2015). Psychology: The science of sensory marketing. Harvard Business Review, 93(3), 28-31.
Hirschman, E. C., & Holbrook, M. B. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research, 9(2), 132-140. DOI: 10.1086/208906
Ivan, C. (1997). Gestión de Calidad y competitividad (2da ed.). España: McGraw-Hill.
52
J. Joško Brakus, Bernd H. Schmitt, & Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73(3), 52-68. DOI: http://doi.org/10.1509/jmkg.73.3.52
Kotler, P., & Gertner, D. (2002). A country as a brand, product, and beyond: A place marketing and brand management perspective. Journal of Brand Management, 9(4), 249-261. DOI: http://doi.org/10.1057/palgrave.bm.2540076
Lovelock, C., Wirtz, J., & Ayala, L. E. P. (2009). Marketing de Servicios (Vol. 6): Pearson Educación.
Mael, F., & Ashforth, B. E. (1992). Alumni and their alma mater: A partial test of the reformulated model of organizational identification. Journal of Organizational Behavior, 13(2), 103-123. DOI: http://doi.org/doi:10.1002/job.4030130202
Magro Magdalena, L. (2013). Marketing Experiential: a tendency new to marketing.
Myers, L., & McCaulley, M. H. (1985). A guide to using the Myers-Briggs type indicator. Palo Alto, CA: Consulting Psychologist Press.
Modi, P., Sahi, G.K (2018) Toward a greater understanding of the market orientation and internal market orientation relationship. Journal of Strategic Marketing 26(6), pp. 532-549.
Nageswarakurukkal, K., Gonçalves, P., Moshtari, M (2019) Improving Fundraising Efficiency in Small and Medium-Sized Non-profit Organizations Using Online Solutions. Journal of Nonprofit and Public Sector Marketing.
Nelson, E.K (2019) Come on, feel the noise: the relationship between stakeholder engagement and viral messaging through an association’s Twitter use. International Review on Public and Nonprofit Marketing 16(1), pp. 61-79.
Noroño, José; Acevedo Angel (2019) Regional integration as a mechanism for Latin American sustainable development: Ontological point of view. ISSN: 2443:4265 Year 6 No. 11 January / June 2019 Pg: 101 - 141. erevistas.saber.ula. ve/index.php/Sapienza/article/download/15101/21921926198
Pressgrove, G. N., & McKeever, B. W. (2016). Nonprofit relationship management: Extending the organization-public relationship to loyalty and behaviors AU - Pressgrove, Geah Nicole. Journal of Public Relations Research, 28(3-4), 193-211. DOI: http://doi.org/10.1080/1062726X.2016.1233106
Ranchi, C. (2015). The Long-Term Evolution of the Government–Third Sector Partnership in Italy: Old Wine in a New Bottle? VOLUNTAS: International Journal of Voluntary and Nonprofit Organizations, 26(6), 2311-2329. DOI: 10.1007/s11266-015-9650-7
Jordan, S.R., Rudeen, S., Hu, D., (...), Colonna, M., Draper, D (2019) The Difference a Smile Makes Effective Use of Imagery by Children’s Nonprofit Organizations. Journal of Nonprofit and Public Sector Marketing 31(3), pp. 227-248.
53
Schmitt, B. H. (2000). Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate: Free Press.
Sierra Bravo, R. (2003). Técnicas de investigación social: teoría y ejercicios (14 ed.). Madrid: Thomson.
Sundermann, L.M., Leipnitz, S. (2019) Catch Them If You Can: The Effect of Reminder Direct Mailings on the Return Rate of First-Time Donors. Journal of Nonprofit and Public Sector Marketing 31(1), pp. 42-60
Tanner, EC (2019) Reducing perceived vulnerability to increase utilization of nonprofit services. Journal of Services Marketing 33(3), pp. 344-355
Underwood, R. L. (2003). The Communicative Power of Product Packaging: Creating Brand Identity via Lived and Mediated Experience AU - Underwood, Robert L. Journal of Marketing Theory and Practice, 11(1), 62-76. DOI: http://doi.org/10.1080/10696679.2003.11501933
Underwood, R. L., & Klein, N. M. (2002). Packaging as Brand Communication: Effects of Product Pictures on Consumer Responses to the Package and Brand. Journal of Marketing Theory and Practice, 10(4), 58-68. DOI: http://doi.org/10.1080/10696679.2002.11501926
Vigolo, V., Bonfanti, A., Brunetti, F (2019) The Effect of Performance Quality and Customer Education on Attitudinal Loyalty: A Cross-Country Study of Opera Festival Attendees. Nonprofit and Voluntary Sector Quarterly.
Vodičar, J (2017) A living metaphor as a possible path to transcendence | [Živa metafora kot možna pot do transcendence], Bogoslovni Vestnik. 77(3-4), pp. 565-576.
Wymer, W., Wymer, W. W., Knowles, P., & Gomes, R. (2006). Nonprofit Marketing: Marketing Management for Charitable and Nongovernmental Organizations: SAGE Publications.
Yoo, S.-C., Drumwright, M (2018) Nonprofit fundraising with virtual reality. Nonprofit Management and Leadership 29(1), pp. 11-27.
Zatepilina-Monacell, O. (2015). Small Business–Nonprofit Collaboration: Locally Owned Businesses Want to Take Their Relationships With Community-Based NPOs to the Next Level AU - Zatepilina-Monacelli, Olga. Journal of Nonprofit & Public Sector Marketing, 27(2), 216-237. DOI: http://doi.org/10.1080/10495142.2015.1011511
Zeithaml, V. A., Bitner, M. J., de Lara Choy, M. I. P., Hirschfeld, A. L., & Becerril, S. P. (2002). Marketing de Servicios: Un enfoque de integración del clients to the company: McGraw-Hill México.
Downloads
Publicado
Edição
Seção
Licença
Copyright (c) 2023 Héctor Durango Galván (Autor/a)
Este trabalho está licenciado sob uma licença Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Direitos Autorais (Copyright)
Os autores mantêm a titularidade dos direitos autorais (copyright) e conservam, sem quaisquer restrições, todos os direitos de publicação sobre suas obras.
Ao submeter um manuscrito e, após sua aceitação para publicação na ESTRATÉGIA, os autores concedem à revista apenas o direito da primeira publicação do artigo. O trabalho é publicado sob a licença Creative Commons Atribuição–NãoComercial–CompartilhaIgual 4.0 Internacional (CC BY-NC-SA 4.0).
Essa licença permite que qualquer usuário:
- Compartilhe — copie e redistribua o material em qualquer meio ou formato;
- Adapte — remixe, transforme e crie a partir do material.
Desde que sejam respeitadas as seguintes condições:
- Atribuição (BY): Deve ser dado o devido crédito aos autores e à revista como local da publicação original.
- Não Comercial (NC): O material não pode ser utilizado para fins comerciais.
- CompartilhaIgual (SA): Caso o material seja adaptado ou transformado, a obra derivada deverá ser distribuída sob a mesma licença.
Os autores podem celebrar acordos contratuais adicionais para a distribuição não exclusiva da versão publicada de seu artigo (por exemplo, depositá-lo em um repositório institucional, publicá-lo em um livro ou incluí-lo em outra obra), desde que a publicação original na ESTRATÉGIA seja devidamente reconhecida.
A revista não impõe quaisquer restrições aos direitos autorais ou aos direitos de publicação dos autores. Os autores mantêm integralmente os direitos autorais (copyright) e todos os direitos de publicação, sem restrições, podendo reutilizar, distribuir, arquivar e divulgar seus trabalhos de acordo com os termos da licença CC BY-NC-SA 4.0.
