%0 Journal Article
%T Applying Zaichowsky¡¯s involvement scales to the nonprofit organisation-volunteer relationship: Testing the mediating effect of involvement on cultivation strategies and relationship quality
%A Denise Sevick Bortree
%A Richard D. Waters
%J PRism Online PR Journal
%D 2010
%I Bond University, Massey University
%X Stakeholder involvement has played a significant role in the evolution of public relations from a strategic communication function to one of relationship management. Despite encouragement to explore the impact involvement has on the organisation-public relationship, few scholars have examined this construct. This study measures involvement in the non-profit organisation-volunteer relationship by using Zaichkowsky¡¯s (1985) personal involvement inventory and examines its impact on relationship quality. New cultivation strategies, nurturance and instrumental aid, are identified. Results suggest that involvement plays a role in mediating the impact of cultivation strategies on the quality volunteers perceive in the non-profit organisation relationship.
%K public relations
%K stakeholder
%K strategic communications
%K relationship management
%K organisation-public relationship
%K Zaichkowsky
%U http://www.prismjournal.org/fileadmin/Praxis/Files/Journal_Files/Bortree_Waters.pdf