Celebrity
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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 &…
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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…
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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…
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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…
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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…
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