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Marketing Intelligence & Planning
ISSN: 0263-4503
Incorporates: Journal of Marketing Practice: Applied Marketing Science
Online from: 1983
Subject Area: Marketing
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The moderating effect of brand image on public relations perception and customer loyalty
| Title: | The moderating effect of brand image on public relations perception and customer loyalty |
|---|---|
| Author(s): | An-Tien Hsieh, (Da Yeh University, Taiwan, Republic of China), Chung-Kai Li, (Ling Tung University, Taiwan, Republic of China) |
| Citation: | An-Tien Hsieh, Chung-Kai Li, (2008) "The moderating effect of brand image on public relations perception and customer loyalty", Marketing Intelligence & Planning, Vol. 26 Iss: 1, pp.26 - 42 |
| Keywords: | Brand image, Customer loyalty, Customer relations, Insurance services, Public relations, Taiwan |
| Article type: | Research paper |
| DOI: | 10.1108/02634500810847138 (Permanent URL) |
| Publisher: | Emerald Group Publishing Limited |
| Abstract: | Purpose – The purpose of the paper is to investigate the relationship between customer perceptions of public relations (PR) and customer loyalty; to test for the moderating role of brand image in that relationship. Design/methodology/approach – Data were collected in a survey of customers of the insurance industry in Taiwan, using a questionnaire designed on the basis of focus-group discussions with 30 consumers. Hierarchical regression analysis of data from 367 respondents was used to test two hypotheses. Findings – The results show that consumers' perception of an organisation's PR practice is an antecedent of loyalty. The impact of public relations perception (PRP) on customer loyalty is stronger and more significant when the brand image is favourable. If it is unfavourable, the effect of PRP on customer loyalty is negligible. Research limitations/implications – This study extends previous research by examining the moderating role of brand image. Further research is indicated, to identify the key moderators of the driving force of PR in relation to customer relationship marketing. Originality/value – This paper proposes an original eight-item scale for the assessment of customer PRP activity, which can be applied in practice to measure its effectiveness under different brand-image conditions. |
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