Faculty Member, Faculty of Management
Professor of Marketing
About
My broad area of research focuses on nonprofit marketing topics. This includes a number of different areas such as investigating different aspects of volunteer behavior and donor behavior. I have published some research on gender differentiated preferences, motivations, and behaviors with respect to volunteering. There has been a stream of research on cause marketing (corporate support of charities) topics. I have been involved in some work on nonprofit management curricula coverage in business schools.
I am currently working on some scale development studies. I have recently completed a project on developing a scale for supporter (donors and volunteers) loyalty. I am currently in a project developing a scale for nonprofit brand strength. I am getting ready to begin a project to develop a scale for societal orientation (nonprofit management). I am also performing a content analysis on scale development research in nonprofit management for a review and best practices article.
I have recently applied for a grant to examine nonprofit leadership, a new stream of research for me.
I have published and given keynote addresses on social marketing strategies. Essentially, I argue for a broader approach to improving public health initiatives by taking into account environmental factors (broadly construed) to supplement the individual behavioral change initiatives too often used ineffectively in social marketing campaigns.
Contact Information
| Address: | Walter Wymer |
