Nonprofit relationship management: Extending the organization-public relationship to loyalty and behaviors

被引：61
作者：
Pressgrove, Geah Nicole [1 ]
McKeever, Brooke Weberling [2 ]
机构：
[1] West Virginia Univ, Reed Coll Media, 304 Martin Hall, Morgantown, WV 26505 USA
[2] Univ South Carolina, Sch Journalism & Mass Commun, Columbia, SC USA
来源：
JOURNAL OF PUBLIC RELATIONS RESEARCH | 2016年 / 28卷 / 3-4期
关键词：
Nonprofit; organization-public relationship; stewardship; BRAND LOYALTY; RELATIONSHIP SCALE; PLANNED BEHAVIOR; COMMITMENT; TRUST; COMMUNICATION; STEWARDSHIP; SERVICES; IMPACT; MODEL;
D O I：
10.1080/1062726X.2016.1233106
中图分类号：
G2 [信息与知识传播];
学科分类号：
05 ; 0503 ;
摘要：
Through a survey of organizational stakeholders (N=660), this study contributes to the understanding of nonprofit public relations in three key areas. First, a new five-factor scale to measure perceptions of the relationship cultivation strategies of stewardship was tested. Second, group differences between organization stakeholder types were explored. Third, a new working model that extends previous organization-public relationship (OPR) models to include variables of loyalty and behavioral intentions was advanced. Findings revealed theoretical, measurement, and practical applications.
引用
收藏
页码：193 / 211
页数：19
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