The DOI matches its Crossref record; 13 of the 13 references it cites were found in a registry or an index.
The Identity Salience Model of Relationship Marketing Success: The Case of Nonprofit Marketing
Abstract
Researchers suggest that developing long-term relationships with key stakeholders is an important strategy in today's intensely competitive business environment. Many organizations have embraced this concept, which is referred to as relationship marketing. Much of the research on relationship marketing success has examined relationships that (1) are primarily economic in nature, (2) involve business-to-business marketing, and (3) involve for-profit firms. However, the authors argue that relationship marketing is a viable strategy in such contexts as those involving high levels of social exchange, business-to-consumer marketing, and nonprofit marketing. In these contexts, relationship marketing success may require different relationship characteristics from those identified in previous research. The authors develop “the identity salience model of relationship marketing success,” which they posit is useful for explaining relationship marketing success in exchange relationships that (1) involve individuals and (2) are based primarily on social exchange. The authors further develop and test the model in the context of nonprofit higher education marketing. The results provide support for the model.
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The Role of Relational Information Processes and Technology Use in Customer Relationship Management
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Building, measuring, and profiting from customer loyalty
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Managing the consumer-based brand equity process: A cross-cultural perspective
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Metadata
- Authors
- Arnett, D. B., German, S. D., & Hunt, S. D.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 2003-04
- Volume
- 67
- Issue
- 2
- Pages
- 89-105
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W2149949933
- Cited by
- 785
- References
- 13
- FWCI
- 23.15
- Type
- journal article
- Language
- en
- Open access
- closed
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
