This thesis aims to measure the dimensions that comprise a relationship between an organization and its public (Organization-Public Relationship) across cultures in order to ascertain which of the dimensions are valued most in those various cultures. Through a historical look at public relations literature, the relatively new theory of Organization-Public Relations is traced, explained, and then applied. O-PR dimensions considered for study are trust, control mutuality, relationship commitment, relationship satisfaction, and face and favor. The study undertaken will be exploratory in nature; the survey will be distributed to international college students currently attending American universities, 18-25 and analyzed using one-way ANOVA to provide a comparison. While many culture-specific models of public relations exist, this study does not attempt to build a new model, but to measure cultures across an existing one. The expected outcomes will provide insight into building and measuring effective cross-cultural, and multi-cultural public relations campaigns, as well as allow for a further validation and understanding of international application of the Organization-Public Relationship Assessment (OPRA): a cross-cultural, multiple-item scale for measuring organization–public relationships developed by Huang (2001). Data will also be collected, analyzed, and compared on perception of likelihood of relationship dimensions affecting word-of-mouth advertising from students
|Commitee:||Auter, Philip, Burtt, Tina|
|School:||University of Louisiana at Lafayette|
|School Location:||United States -- Louisiana|
|Source:||MAI 54/06M(E), Masters Abstracts International|
|Subjects:||Marketing, Communication, Social structure, Organizational behavior|
|Keywords:||Cross-cultural communication, International communication, International student recruitment, Organizational-public relations, Public relations, University recruitment|
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