Article ID Journal Published Year Pages File Type
10255949 Public Relations Review 2013 8 Pages PDF
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
Social Sciences and Humanities Business, Management and Accounting Marketing
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