New paradigm in volunteering: How organizations can adapt to 'neither-growing-nor-fading' brand relationships

Researchers from Emlyon Business School and HEC Montreal published a new Journal of Marketing study that examines the new breed of volunteers who often show a weaker sense of affiliation with organizations and how best to engage them for mutual benefit. https://phys.org/news/2024-07-paradigm-volunteering-brand-relationships.html