Research Title (working title):
The Effect of Cognitive-Affective Interplay on Volunteerism: An Empirical Study of Charity Organizations
Social Identity, Internal Marketing, Volunteerism
A skilled workforce of volunteers is a key requisite for charity organizations if they are to deliver on their social welfare objectives. Given the significant sums involved in recruitment and training of volunteers, high turnover rates must be avoided as these would be financially damaging. Consequently, charity organizations are looking for cost effective ways to build relationships with prospective volunteers. Girdron (1983,p.32) explained people usually do volunteering in a self expressive way that provides personal satisfaction. To match the volunteers’ individual needs and organization objectives an effective internal marketing and communication program is required. To be meaningful, this program should be developed based on a clear understanding of the relationship between cognitive, emotional and behavioural factors, relating to volunteers. This study seeks to explore how volunteers / supporter’s attitudes are developed, using a cognitive-affective interplay that is adopted from social identity theory. A review of volunteerism from the general literature is overviewed to gain a greater insight into attitude development amongst pro social behaviour supporters. Thus a framework based on cognitive-affective aspects is designed to act as an initial foray in exploring how volunteer’s attitude development might occur within, mainly volunteers of a charity organization.
Start date and Research from: Full time PhD Candidate, Started on 1st October 2009
Prof. Matthew Robson and Dr. Des Thwaites
Background and Experience:
PhD (Marketing in progress) Leeds University Business School, University of Leeds.
M.Sc Marketing Management (Marketing Communication, Marketing Management, Research Methods) Hull University Business School, University of Hull.
MBA, Institute of Management Sciences, Bahauddin Zakariya University, Multan, Pakistan
Lecturer ship: Bahauddin Zakriya University, Multan Pakistan
Assistant Human Resource Manager: Agri Farm Services, Multan Pakistan
Sales Department: Coca-Cola beverages Multan, Pakistan Ltd
Publications and Conference Presentations:
Poster Presentation in Annual Doctoral Conference 2010 By Leeds University Business School
Paper Presentation in Annual Doctoral Conference 2011 Research Poster Presentation Competition By Leeds University Business School
2nd Prize in Annual Doctoral Conference 2010 Research Poster Presentation Competition By Leeds University Business School