Public relations aspects of brand attitudes and customer activity |
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Authors: | Jee Young Chung Jaesub Lee Robert L. Heath |
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Affiliation: | 1. Department of Communication, Southern Utah University, Centrum 213F, 351 W. University Boulevard, Cedar City, UT 84720, United States;2. School of Communication, University of Houston, Houston, TX 77204-3002, United States |
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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. |
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Keywords: | Brand equity Brand attitudes Customer activity Customer&ndash business relationships Public relations |
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