Nonprofit relationship management: Extending the organization-public relationship to loyalty and behaviors. Issue 3 (3rd July 2016)

• Record Type: Journal Article
• Authors: Pressgrove, Geah Nicole; McKeever, Brooke Weberling
• Is Part Of: Journal of public relations research. Volume 28:Issue 3/4(2016)
• Page Start: 193
• Page End: 211
• Publication Date: 2016-07-03
• Subjects: Nonprofit -- organization-public relationship -- stewardship; Public relations -- Periodicals; Public relations -- Research -- Periodicals; 659.205
• DOI: 10.1080/1062726X.2016.1233106
• Languages: English
• ISSNs: 1062-726X

Abstract

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.