Mediating the power of antecedents in public relationships: A pilot study

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Abstract

This study presents one of the first examinations of the influence of antecedents of relationships on the organization-public relationship. Results from a pilot study of adolescent volunteers suggest that reason for volunteering with a nonprofit organization was a significant predictor of volunteers' future intentions toward the organization. Two variables partially mediated the relationship between antecedents and future intended behavior, involvement and relationship quality. Findings suggest that while reasons for relationship initiation play a powerful role in the organization-public relationship, organizations can minimize the impact through relationship management.

Original languageEnglish (US)
Pages (from-to)44-49
Number of pages6
JournalPublic Relations Review
Volume37
Issue number1
DOIs
StatePublished - Mar 1 2011

All Science Journal Classification (ASJC) codes

  • Communication
  • Organizational Behavior and Human Resource Management
  • Marketing

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