The Identity Salience Model of Relationship Marketing Success: The Case of Nonprofit Marketing

TLDR

Relationship marketing, widely adopted in competitive markets, has mainly been studied in economic, B2B, for‑profit settings, yet it can also be effective in social‑exchange, B2C, and nonprofit contexts. The study aims to identify the distinct relationship characteristics required for success in social‑exchange, individual‑based nonprofit marketing. The authors propose and empirically test the identity salience model of relationship marketing success within nonprofit higher‑education marketing. Results confirm the model’s validity, supporting its applicability to nonprofit marketing.

Abstract

Researchers suggest that developing long-term relationships with key stakeholders is an important strategy in today's intensely competitive business environment. Many organizations have embraced this concept, which is referred to as relationship marketing. Much of the research on relationship marketing success has examined relationships that (1) are primarily economic in nature, (2) involve business-to-business marketing, and (3) involve for-profit firms. However, the authors argue that relationship marketing is a viable strategy in such contexts as those involving high levels of social exchange, business-to-consumer marketing, and nonprofit marketing. In these contexts, relationship marketing success may require different relationship characteristics from those identified in previous research. The authors develop “the identity salience model of relationship marketing success,” which they posit is useful for explaining relationship marketing success in exchange relationships that (1) involve individuals and (2) are based primarily on social exchange. The authors further develop and test the model in the context of nonprofit higher education marketing. The results provide support for the model.