Nonprofit relationship management: Extending the organization-public relationship to loyalty and behaviors |
| |
| Authors: | Geah Nicole Pressgrove Brooke Weberling McKeever |
| |
| Institution: | 1. Reed College of Media, West Virginia University, Morgantown, West Virginia, USA;2. School of Journalism &3. Mass Communications, University of South Carolina, Columbia, South Carolina, USA |
| |
| Abstract: | 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. |
| |
| Keywords: | Nonprofit organization-public relationship stewardship |
|
|
