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

页码：193 / 211

页数：19