We conceptualize supporter loyalty, evaluate a scale for its measurement, and examine which organizational facets are most suitable to serve as loyalty objects. We conducted a survey-based research (N = 306) to examine the influence of supporter loyalty on donation behaviors (four types), volunteering behaviors (three types), organizational citizenship behaviors (four types), and bequest intentions. The effect of supporter loyalty was significant for one type of donation behaviors, all three volunteering behaviors, three of four organizational citizenship behaviors, and bequest intentions. Evaluating the effect sizes indicates that the strength of supporter loyalty’s influence is relatively modest. The organization’s mission and the people served by the organization were the most important loyalty objects.
AbouAssiK. (2012). Hands in the pockets of mercurial donors: NGO response to shifting funding priorities. Nonprofit and Voluntary Sector Quarterly, 42, 584-602.
2.
Anonymous. (2010a). Australia’s population from Australia Bureau of Statistics. Available from http://www.abs.gov.au/
BennettR.BarkensjoA. (2005). Causes and consequences of donor perceptions of the quality of the relationship marketing activities of charitable organisations. Journal of Targeting, Measurement and Analysis for Marketing, 13, 122-139.
5.
BitranG.MondscheinS. (1996). Mailing decisions in the catalog sales industry. Management Science, 42, 1364-1381.
6.
BogunaM.Pastor-SatorrasR.Diaz-GuileraA.ArenasA. (2004). Models of social networks based on social distance attachment. Physical Review, 70, 122-130.
7.
BookerG.KlastorinT. D. (1981). To the victors belong the spoils? College athletics and alumni giving. Social Science Quarterly, 62, 744-750.
8.
BortreeD.WatersR. (2008). Admiring the organization: A study of the relational quality outcomes of the nonprofit organization-volunteer relationship. Public Relations Journal, 2, 1-17.
9.
BradyM.NobleC.UtterD.SmithG. (2002). How to give and receive: An exploratory study of charitable hybrids. Psychology & Marketing, 19, 919-944.
10.
BussellH.ForbesD. (2006). Developing relationship marketing in the voluntary sector. Journal of Nonprofit & Public Sector Marketing, 15, 151-171.
11.
ChoM.KellyK. (2014). Corporate donor—Charitable organization partners: A coorientation study of relationship types. Nonprofit and Voluntary Sector Quarterly, 43, 693-715.
12.
CohenJ. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Hillsdale, NJ: Lawrence Erlbaum.
13.
DavisT. (1999). Revisiting group attachment: Ethnic and national identity. Political Psychology, 20, 25-47.
14.
DiamantopoulosA.SiguawJ. (2006). Formative versus reflective indicators in organizational measure development: A comparison and empirical illustration. British Journal of Management, 17, 263-282.
15.
DiamondW.NobleS. (2001). Defensive responses to charitable direct mail solicitations. Journal of Interactive Marketing, 15, 2-12.
16.
EllisP. (2010). The essential guide to effect sizes: Statistical power, meta-analysis, and the interpretation of research results. Cambridge, UK: Cambridge University Press.
17.
FarmerS.FedorD. (1999). Volunteer participation and withdrawal: A psychological contract perspective on the role of expectations and organizational support. Nonprofit Management & Leadership, 9, 349-367.
18.
FarmerS.FedorD. (2001). Changing the focus on volunteering: An investigation of volunteers’ multiple contributions to a charitable organization. Journal of Management, 27, 191-211.
19.
FergusonE. (2004). Conscientiousness, emotional stability, perceived control and the frequency, recency, rate and years of blood donor behavior. British Journal of Health Psychology, 9, 293-314.
20.
FiloK.FunkD.O’BrienD. (2010). The antecedents and outcomes of attachment and sponsor image within charity sport events. Journal of Sport Management, 24, 623-648.
21.
FornellC.LarckerD. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18, 382-388.
22.
FraleyR.DavisK. (1997). Attachment formation and transfer in young adults’ close friendships and romantic relationships. Personal Relationships, 4, 131-144.
23.
FunkD.JamesJ. (2006). Consumer loyalty: The meaning of attachment in the development of sport team allegiance. Journal of Sport Management, 20, 189-217.
24.
GoldfarbN. (2011). Josiah Royce’s philosophy of loyalty as philanthropy. Nonprofit and Voluntary Sector Quarterly, 40, 720-739.
25.
GötzO.Liehr-GobbersK.KrafftM. (2010). Evaluation of structural equation models using the partial least squares (PLS) approach. In Esposito VinziV.ChinW.HenselerJ.WangH. (Eds.), Handbook of partial least squares: Concepts, methods and applications in marketing and related fields (pp. 691-711). Berlin, Germany: Springer.
26.
Gutierrez-NietoB.Serrano-CincaC. (2010). Factors influencing funder loyalty to microfinance institutions. Nonprofit and Voluntary Sector Quarterly, 39, 302-320.
27.
HaidtJ. (2003). The moral emotions. In DavidsonR. J.SchererK. R.GoldsmithH. H. (Eds.), Handbook of affective sciences (pp. 852-870). Oxford, UK: Oxford University Press.
28.
HairJ.BlackW.BabinB.AndersonR. (2010). Multivariate data analysis (7th ed.). Upper Saddle River, NJ: Prentice Hall.
29.
HairJ.HultG.RingleC.SarstedtM. (2013). A primer on partial least squares structural equation modeling (PLS-SEM). Thousand Oaks, CA: SAGE.
30.
HairJ.RingleC.SarstedtM. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19, 139-151.
31.
HoffmanB.WoehrD. (2006). A quantitative review of the relationship between person-organization fit and behavioral outcomes. Journal of Vocational Behavior, 68, 389-399.
32.
HuntS. (1991). Modern marketing theory: Critical issues in the philosophy of marketing science. Cincinnati, OH: Southwestern Publishing.
33.
HustinxL.LammertynF. (2004). The cultural bases of volunteering: Understanding and predicting attitudinal differences between Flemish Red Cross volunteers. Nonprofit and Voluntary Sector Quarterly, 33, 548-584.
34.
JeffriesF.ReedR. (2000). Trust and adaptation in relational contracting. Academy of Management Review, 25, 873-882.
KonvitzM. (1973). Loyalty. In WienerP. (Ed.), Encyclopedia of the history of ideas (Vol. III, pp. 108-116). New York, NY: Scribner’s.
37.
KristofA. (1996). Person-organization fit: An integrative review of its conceptualizations, measurement, and implications. Personnel Psychology, 49, 1-49.
38.
LaddJ. (1967). Loyalty. In EdwardsP. (Ed.), The encyclopedia of philosophy (Vol. V, pp. 97-98). New York, NY: Macmillan.
MacKenzieS. (2003). The dangers of poor construct conceptualization. Journal of the Academy of Marketing Science, 31, 323-326.
41.
McDonaldR. (2007). An investigation of innovation in nonprofit organizations: The role of organizational mission. Nonprofit and Voluntary Sector Quarterly, 36, 256-281.
42.
NaskrentJ.SiebeltP. (2011). The influence of commitment, trust, satisfaction, and involvement on donor retention. Voluntas, 22, 757-778.
43.
NunnallyJ.BernsteinI. (1994). Psychometric theory. New York, NY: McGraw-Hill.
44.
OliverR. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17, 460-469.
45.
OliverR. (2010). Satisfaction: A behavioral perspective on the consumer (2nd ed.). New York, NY: M.E. Sharpe.
46.
O’ReillyC.ChatmanJ. (1986). Organizational commitment and psychological attachment: The effects of compliance, identification, and internalization on prosocial behavior. Journal of Applied Psychology, 71, 492-499.
47.
PingR. (2004). On assuring valid measures for theoretical models using survey data. Journal of Business Research, 57, 125-141.
48.
PingR. (2008). The puzzle of “about six” indicators in latent variables. In Proceedings of the 2008 American Marketing Association Winter Educators Conference (pp. 421-431). Chicago, IL: American Marketing Association.
49.
RoyceJ. (1908). The philosophy of loyalty. New York, NY: Macmillan.
SargeantA.WoodliffeL. (2007). Building donor loyalty: The antecedents and role of commitment in the context of charity giving. Journal of Nonprofit & Public Sector Marketing, 18, 47-68.
55.
SargeantA.WymerW.HiltonT. (2006). Marketing bequest club membership: An exploratory study of legacy giving. Nonprofit & Voluntary Sector Quarterly, 35, 384-404.
SchatzR.StaubE.LavineH. (1999). On the varieties of national attachment: Blind versus constructive patriotism. Political Psychology, 20, 151-174.
58.
SchlegelmilchB.LoveA.DiamantopoulosA. (1997). Responses to different charity appeals: The impact of donor characteristics on the amount of donations. European Journal of Marketing, 31, 548-560.
59.
SmithC.OrganD.NearJ. (1983). Organizational citizenship behavior: Its nature and antecedents. Journal of Applied Psychology, 68, 655-663.
60.
SöderlundM. (2006). Measuring customer loyalty with multi-item scales: A case for caution. International Journal of Service Industry Management, 171, 76-98.
61.
SummersJ. (2001). Guidelines for conducting research and publishing in marketing: From conceptualization through the review process. Journal of the Academy of Marketing Science, 29, 405-415.
62.
TeasR.PalanK. (1997). The realms of scientific meaning framework for constructing theoretically meaningful nominal definitions of marketing concepts. Journal of Marketing, 61, 52-67.
63.
TurnerJ.WilsonK. (2006). Grocery loyalty: Tesco clubcard and its impact on loyalty. British Food Journal, 108, 958-964.
64.
UgboroI. (1993). Loyalty, value congruency, and affective organizational commitment. Mid-American Journal of Business, 8, 29-36.
65.
VerhaertG.Van den PoelD. (2011). Empathy as added value in predicting donation behavior. Journal of Business Research, 64, 1288-1295.
66.
WatersR. (2011). Increasing fundraising efficiency through evaluation: Applying communication theory to the nonprofit organization—Donor relationship. Nonprofit and Voluntary Sector Quarterly, 40, 458-475.
67.
WymerW. (1998). Marketing management in nonprofit organizations: A customer analysis of church volunteers. Journal of Nonprofit and Public Sector Marketing, 5, 69-90.
68.
WymerW. (2012). Gender differences in social support in the decision to volunteer. International Review on Public and Nonprofit Marketing, 9, 19-26.
69.
WymerW. (2013). The influence of marketing scholarship’s legacy on nonprofit marketing. International Journal of Financial Studies, 1, 102-118. Retrieved from http://www.mdpi.com/2227-7072/1/3/102
70.
WymerW.AlvesH. (2013). Deconstructing the brand nomological network. International Review on Public and Nonprofit Marketing, 10, 1-12.
71.
WymerW.Rundle-ThieleS. (2009, July22-25). Defining and measuring supporter loyalty. Academy of Marketing Science 14th Biennial World Marketing Congress, Oslo, Norway.
