From axial codes to Z-scores: Charting the diversity and scope of 25 years of nonprofit marketing research published in International Journal of Nonprofit and Voluntary Sector Marketing

Richard D. Waters, Giselle A. Auger, Denise Sevick Bortree

Research output: Contribution to journalArticlepeer-review

4 Scopus citations

Abstract

The International Journal of Nonprofit and Voluntary Sector Marketing published practitioner and scholarly research for 25 years before it was rebranded to the Journal of Philanthropy and Marketing. This research uses an emergent content analysis design to review all 629 research articles published in the first 25 volumes to document the field's marketing, theoretical, and methodological interests. This article provides important benchmark numbers to compare how the field evolves as the rebranded journal moves forward with a broader topical range.

Original languageEnglish (US)
Article numbere1734
JournalJournal of Philanthropy and Marketing
Volume28
Issue number4
DOIs
StatePublished - Nov 2023

All Science Journal Classification (ASJC) codes

  • Economics and Econometrics
  • Marketing
  • Strategy and Management

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