Erica Brady

Paradigms at play and implications for validity in social marketing research

Purpose – The purpose of this paper is to shed light on concepts of validity and validation of social marketing research (SMR) with a view to enhancing SMR design and to inform SMR practice.Design/methodology/approach – The paper defines and presents concepts of validity in a manner that sheds light on the unique issues facing SMR and sets the stage for future research.Findings – The paper introduces an integrated model representing the variety of relationships that exist amongst a range of validity concepts that will assist methodological practice and increased rigor in future studies. The authors also introduce a matrix on research paradigms that can support the integration of a range of philosophical considerations to SMR research design.Research limitations/implications – The “quality” of research is being determined by those at the leading edge of their own paradigm without reference to other points of view. The authors argue that these sub‐processes of determining the validity of research outcomes a...

The Raising of Corporate Sponsorship: A Behavioral Study

Research was conducted in order to define a “buyer behavior” process for the purchase of sponsorship at a corporate level. A series of interviews was carried out with a number of organizations that are currently involved in sponsorship of varying kinds. A consideration was made to include a balance of sponsorship types—small and large—as well as arts, sports, and events, although no attempt was made to identify how the process differs across sponsorship type. Our results show that while sponsorship and fundraising are flipsides of the same coin from the nonprofit sponsorship-seekers perspective, the sponsorship provider sees the act of sponsorship as a commercial profit-making venture. This is a conundrum that has wide-reaching consequences for the sector.

What’s in a Name? A Systems Thinking Framework for Resource Types in Nonprofit Marketing

This paper presents a framework that helps researchers and practitioners to consider the types and nature of resources in the not for profit domain. The framework draws from the existing literature and includes theoretical and practical considerations. Measurement of outcomes in the third sector is problematic, often due to the multiplicity of theoretical domains contributing to the sector. Integral to the third sector is the need to maximize the use of scarce resources to achieve social good, activities that can extend well beyond that of fundraising.