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dc.contributor.authorKleinschafer, Jodie
dc.contributor.authorMorrison, Mark
dc.contributor.authorDowell, David John
dc.date.accessioned2019-09-26T23:37:19Z
dc.date.available2019-09-26T23:37:19Z
dc.date.issued2018-12
dc.identifier256024377
dc.identifier0839ef80-38f0-4a0f-9238-81b7b8723f85
dc.identifier85054175942
dc.identifier.citationKleinschafer , J , Morrison , M & Dowell , D J 2018 , ' The importance of the service encounter in influencing identity salience and volunteering behavior in the cultural sector ' , International Review on Public and Nonprofit Marketing , vol. 15 , no. 4 , pp. 455-474 . https://doi.org/10.1007/s12208-018-0209-3en
dc.identifier.issn1865-1984
dc.identifier.otherORCID: /0000-0003-4788-5240/work/64361485
dc.identifier.urihttps://hdl.handle.net/10023/18567
dc.description.abstractIncreasing identity salience among volunteers is an approach that organizations can utilize to enhance volunteer numbers. While the importance of identity salience in influencing volunteering has been recognized in the literature, most previous studies of the antecedents of identity salience have focused on personal or brand related variables which can be difficult for non-profit organizations to influence. Drawing on marketing theory, we develop a new conceptual model that considers personal, brand and service encounter variables as antecedents of identity salience. Using in-depth interviews (n = 11) and a survey (n = 433), the research expands and tests seven antecedents of identity salience. These include: personal variables (interest in the domain (art), social responsibility), service encounter variables (participation frequency, social exclusion, visibility, and experience quality) and a brand variable (organizational prestige). In the context of art galleries, social responsibility, visibility, social exclusion and organizational prestige were found to be the key drivers of identity salience.
dc.format.extent20
dc.format.extent634574
dc.language.isoeng
dc.relation.ispartofInternational Review on Public and Nonprofit Marketingen
dc.subjectIdentity salienceen
dc.subjectIdentificationen
dc.subjectVolunteeringen
dc.subjectService encounteren
dc.subjectMarketingen
dc.subjectHD28 Management. Industrial Managementen
dc.subjectNDASen
dc.subjectSDG 10 - Reduced Inequalitiesen
dc.subject.lccHD28en
dc.titleThe importance of the service encounter in influencing identity salience and volunteering behavior in the cultural sectoren
dc.typeJournal articleen
dc.contributor.institutionUniversity of St Andrews. School of Managementen
dc.identifier.doi10.1007/s12208-018-0209-3
dc.description.statusPeer revieweden
dc.date.embargoedUntil2019-09-27


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