May 1, 2021
Attributes of Effective Celebrity Endorsers
Marketing communications scholars have dedicated much attention to identifying the specific attributes that characterize successful celebrity endorsers (e.g. Friedman &…
April 29, 2021
Goats’ Milk Is Different from Cows’ Milk
You might be wondering about other forms of milk, such as goats’ milk. For many, cows’ milk is very inflammatory,…
April 29, 2021
Relationships between endorsers, causes, and brands
Introduction The success of strategic brand alliances rests on the relationship between parties. Most importantly, there should be consistency in…
April 27, 2021
Relationship Management Theory
Relationship management theory has its foundations in Ferguson’s (1984) call for a focus on organization-public relationships (OPR) in the field…
April 25, 2021
Benefits of positive organization-public relationships
High quality relationships between organizations and their key publics result in positive outcomes for organizations such as mutual understanding and…
April 23, 2021
Grass-Fed Dairy Is the Kind You Should Eat
As we will discuss in the chapter on fats, Americans are consuming a diet that’s too rich in inflammatory omega-6…
April 23, 2021
Organization-public relationships and negative information
Although research in this area is limited, the state of the relationship between an organization and its key stakeholders has…
April 19, 2021
Understanding Digital Marketing
Congregate online; the homogeneous mass consumer population is fragmenting into ever smaller niche groups, with increasingly individual requirements. Micropublishing of…
