Volunteer dedication: Understanding the role of identity importance on participation frequency

Research output: Contribution to journalArticle

35 Scopus citations

Abstract

The nonprofit sector is an important part of the economic system, one that relies heavily on volunteer labor. Understanding higher participation levels among volunteers, particularly volunteering marketing professionals, not only affects the performance of individual nonprofit organizations but also has profound impact on the entire nonprofit sector of the economy. Using identity theory adapted from the consumer behavior literature, the authors investigate the motivation of dedicated volunteers. Results suggest that organizational attachment, involvement, emotions, and identity importance are useful for understanding volunteers' dedication. In this context, devoted volunteers make a significant impact on societal welfare.

Original languageEnglish
Pages (from-to)274-288
Number of pages15
JournalJournal of Macromarketing
Volume27
Issue number3
DOIs
StatePublished - Sep 2007

Keywords

  • Identity
  • Nonprofit
  • Societal welfare
  • Volunteer

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