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Mediation Effects of Organization–Public Relationship Outcomes on Public Intentions for Organizational Supports

Mediation Effects of Organization–Public Relationship Outcomes on Public Intentions for... The purpose of this study is to demonstrate the value of organization–public relationship (OPR) outcomes by examining the mediation effects of relationship outcomes on key antecedents of stakeholders' support for a not-for-profit organization, which include awareness, attitude, and behavioral intention toward supportive relationship-building. To this end, a survey was conducted with individual donors of a not-for-profit organization. Key findings include strong positive effects of awareness of organizational relationship-building activities in beliefs about OPR outcomes and on the intention to engage in relationship-building, such as giving donations. In addition, this study found that OPR outcomes play a critical role in connecting such effects of awareness to the intention of supportive behaviors. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Public Relations Research Taylor & Francis

Mediation Effects of Organization–Public Relationship Outcomes on Public Intentions for Organizational Supports

Kang, Minjeong; Yang, Sung-Un
Journal of Public Relations Research , Volume 22 (4): 18 – Sep 28, 2010
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Mediation Effects of Organization–Public Relationship Outcomes on Public Intentions for Organizational Supports

Abstract

The purpose of this study is to demonstrate the value of organization–public relationship (OPR) outcomes by examining the mediation effects of relationship outcomes on key antecedents of stakeholders' support for a not-for-profit organization, which include awareness, attitude, and behavioral intention toward supportive relationship-building. To this end, a survey was conducted with individual donors of a not-for-profit organization. Key findings include strong positive effects of...
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Publisher
Taylor & Francis
Copyright
Copyright Taylor & Francis Group, LLC
ISSN
1532-754X
eISSN
1062-726X
DOI
10.1080/10627261003601614
Publisher site
See Article on Publisher Site

Abstract

The purpose of this study is to demonstrate the value of organization–public relationship (OPR) outcomes by examining the mediation effects of relationship outcomes on key antecedents of stakeholders' support for a not-for-profit organization, which include awareness, attitude, and behavioral intention toward supportive relationship-building. To this end, a survey was conducted with individual donors of a not-for-profit organization. Key findings include strong positive effects of awareness of organizational relationship-building activities in beliefs about OPR outcomes and on the intention to engage in relationship-building, such as giving donations. In addition, this study found that OPR outcomes play a critical role in connecting such effects of awareness to the intention of supportive behaviors.

Journal

Journal of Public Relations Research – Taylor & Francis

Published: Sep 28, 2010

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