TY - JOUR
T1 - Volunteer dedication
T2 - Understanding the role of identity importance on participation frequency
AU - Laverie, Debra A.
AU - McDonald, Robert E.
PY - 2007/9
Y1 - 2007/9
N2 - 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.
AB - 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.
KW - Identity
KW - Nonprofit
KW - Societal welfare
KW - Volunteer
UR - http://www.scopus.com/inward/record.url?scp=34548102181&partnerID=8YFLogxK
U2 - 10.1177/0276146707302837
DO - 10.1177/0276146707302837
M3 - Article
AN - SCOPUS:34548102181
VL - 27
SP - 274
EP - 288
JO - Journal of Macromarketing
JF - Journal of Macromarketing
SN - 0276-1467
IS - 3
ER -