C the Wisdom of Mission Checks and Consumer Perception of Authenticity in Nonprofits

This qualitative study proposes a new model of market orientation in nonprofits by including a “mission check” step that determines whether a particular action violates the mission or compromises the consumer’s perception of “authenticity” in the organization. The model is supported by in-depth interviews of nonprofit managers and consumers.



Citation:

Lana Waschka (2019) ,"C the Wisdom of Mission Checks and Consumer Perception of Authenticity in Nonprofits", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 997-997.

Authors

Lana Waschka, University of Georgia, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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