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  • Supporter Loyalty: Conceptualization, Measurement, and Outcomes

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    Rundle-Thiele150599.pdf (281.3Kb)
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    Accepted Manuscript (AM)
    Author(s)
    Wymer, Walter
    Rundle-Thiele, Sharyn
    Griffith University Author(s)
    Rundle-Thiele, Sharyn
    Year published
    2016
    Metadata
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    Abstract
    We conceptualize supporter loyalty, evaluate a scale for its measurement, and examine which organizational facets are most suitable to serve as loyalty objects. We conducted a survey-based research (N = 306) to examine the influence of supporter loyalty on donation behaviors (four types), volunteering behaviors (three types), organizational citizenship behaviors (four types), and bequest intentions. The effect of supporter loyalty was significant for one type of donation behaviors, all three volunteering behaviors, three of four organizational citizenship behaviors, and bequest intentions. Evaluating the effect sizes indicates ...
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    We conceptualize supporter loyalty, evaluate a scale for its measurement, and examine which organizational facets are most suitable to serve as loyalty objects. We conducted a survey-based research (N = 306) to examine the influence of supporter loyalty on donation behaviors (four types), volunteering behaviors (three types), organizational citizenship behaviors (four types), and bequest intentions. The effect of supporter loyalty was significant for one type of donation behaviors, all three volunteering behaviors, three of four organizational citizenship behaviors, and bequest intentions. Evaluating the effect sizes indicates that the strength of supporter loyalty’s influence is relatively modest. The organization’s mission and the people served by the organization were the most important loyalty objects.
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    Journal Title
    Nonprofit and Voluntary Sector Quarterly
    Volume
    45
    Issue
    1
    DOI
    https://doi.org/10.1177/0899764014564579
    Copyright Statement
    Wymer, W. & Rundle-Thiele, S., Supporter Loyalty: Conceptualization, Measurement, and Outcomes, Nonprofit and Voluntary Sector Quarterly, Vol 45, Issue 1, 2016, page(s): 172-191. Copyright 2016 The Authors. Reprinted by permission of SAGE Publications.
    Subject
    Marketing
    Policy and administration
    Social work
    Publication URI
    http://hdl.handle.net/10072/173380
    Collection
    • Journal articles

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