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

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…