Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
10255949 | Public Relations Review | 2013 | 8 Pages |
Abstract
Featuring the role of public relations in brand equity research and best practices, this study investigates how product, non-product, and customer-business relationship attributes affect customer-based brand equity (i.e., brand attitudes and customer activity). Analysis reveals customer-business relationships are central to a causal model linking evaluation (brand attitudes) and activation/motivations (customer activity). Findings demonstrate that for service businesses (e.g., banks), customer-business relationships are the primary, rather than minor, predictor of brand equity. These findings demonstrate how public relations scholarship and practice plays a central rather than peripheral role in customer satisfaction.
Related Topics
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Authors
Jee Young Chung, Jaesub Lee, Robert L. Heath,