Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 2 of 2
Full-Text Articles in Business
Digital Marketing For Dance: Strategies, Analysis, And Discussion, Cydney Covert
Digital Marketing For Dance: Strategies, Analysis, And Discussion, Cydney Covert
IPS/BAS 495 Undergraduate Capstone Projects
This paper explores the importance of multiple factors in the digital marketing of dance organizations. Idaho's only professional ballet company, Ballet Idaho, is used as a case study to determine which marketing strategies are the most beneficial. Cross-referencing tactics from other dance organizations, this research aims to determine how companies can market their more abstract performances, include dancer perspectives in their content, and take advantage of peripheral cities in order to increase their audience-base.
Exploring The Effects Of For-Profit And Nonprofit Size Congruency: An Exchange Perspective On Cause-Related Marketing, Anne Hamby, Niusha Jones, Guohong Yu
Exploring The Effects Of For-Profit And Nonprofit Size Congruency: An Exchange Perspective On Cause-Related Marketing, Anne Hamby, Niusha Jones, Guohong Yu
Marketing Faculty Publications and Presentations
Prior research on cause-related marketing (CM) shows that congruencies between for-profit and nonprofit organizational missions and target markets affect consumers' perceptions of the partnership fit, and their subsequent response to CM promotions. The current work explores how congruencies between for-profit and nonprofit sizes influence consumers' perceptions of the partnership fit, and subsequently, their attitudes toward CM efforts. Study 1 shows that consumers perceive a low degree of organizational partnership fit between a small for-profit and large nonprofit (relative to other partnership configurations). Study 2 shows the nature of donated resources can affect organizational partnership fit perceptions, such that donations of …