ABSTRACT
This chapter reviews theory and research into the factors influencing members to join CMEs, and how their loyalty and commitment can be retained. The theories of generic weaknesses of the CME business model are discussed, along with reference to four primary units of analysis that feature within the conceptual CME research framework. These comprise the member’s role as a patron, investor, owner, and member of a community of purpose. In examining these elements, the chapter draws upon research from management, marketing, and economics to explain how member psychology and behaviour has been understood. The chapter concludes with recommendations for future research.
