Book Chapter

Theoretical foundations for exploring charity marketing


The chapter introduces the topic of charity marketing from an academic perspective – and leads onto the following chapter which presents the practitioner perspective. It starts by discussing what makes the sector distinct, why it justifies a different theoretical lens. It then identifies and describes three of the main underpinning theoretical constructs: social exchange theory, market orientation and symbolic consumption. The chapter concludes with a new framework for considering how different stakeholder groups engage with charities.

Attached files


Mitchell, Sarah-Louise

Oxford Brookes departments

Department of Marketing


Year of publication: 2022
Date of RADAR deposit: 2022-03-08

All rights reserved.

Related resources

This RADAR resource is the Accepted Manuscript of Theoretical foundations for exploring charity marketing
This RADAR resource is Part of Charity marketing: Contemporary issues, research and practice [ISBN: 9780367652029] / edited by Fran Hyde, Sarah-Louise Mitchell (Routledge, 2021).


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