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…
    Back to top button