Operating in a progressively more competitive and turbulent environment, nonprofit organizations are beginning to recognize the need to become more "businesslike" and of the value of marketing in achieving a competitive advantage. Whilst marketing alone is not purported to be a "quick-fix"...

The postmodern consumer often finds authenticity in communities of consumption including those that are based around a focal brand. Two means through which authenticity can be achieved are an individual authenticating act or a collective authoritative performance. Using this dual lens, the...