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The Bond between Public Relations an...

Becktel, Kalyca Lynn.

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The Bond between Public Relations and Brand Loyalty: Exploring Brand-Public Relationships.

Record Type:	Electronic resources : Monograph/item
Title/Author:	The Bond between Public Relations and Brand Loyalty: Exploring Brand-Public Relationships./
Author:	Becktel, Kalyca Lynn.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2018,
Description:	75 p.
Notes:	Source: Masters Abstracts International, Volume: 80-03.
Contained By:	Masters Abstracts International80-03.
Subject:	Communication. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10935232
ISBN:	9780438377912

The Bond between Public Relations and Brand Loyalty: Exploring Brand-Public Relationships.
Becktel, Kalyca Lynn.

The Bond between Public Relations and Brand Loyalty: Exploring Brand-Public Relationships. - Ann Arbor : ProQuest Dissertations & Theses, 2018 - 75 p.

Source: Masters Abstracts International, Volume: 80-03.

Thesis (M.A.)--San Diego State University, 2018.

This item must not be sold to any third party vendors.

Using the heuristic theoretical concept organization-public relationship, this study seeks to examine the potential connection between the marketing concept of brand loyalty and the public relations concept of organization-public relationship. By employing traditional public relations communication tactics, such as two-way symmetrical communication, through the use of online reviews, the research attempts to predict the once-thought phenomenon of brand loyalty. As such, this study not only highlights the increasing level of responsibility the public relations practitioner owns a management function, it calls for continued interdisciplinary research to further increase knowledge in both the marketing and public relations fields respectively.

ISBN: 9780438377912Subjects--Topical Terms:

524709
Communication.

The Bond between Public Relations and Brand Loyalty: Exploring Brand-Public Relationships.
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500 $a Advisor: Sweetser, Kaye.
502 $a Thesis (M.A.)--San Diego State University, 2018.
506 $a This item must not be sold to any third party vendors.
520 $a Using the heuristic theoretical concept organization-public relationship, this study seeks to examine the potential connection between the marketing concept of brand loyalty and the public relations concept of organization-public relationship. By employing traditional public relations communication tactics, such as two-way symmetrical communication, through the use of online reviews, the research attempts to predict the once-thought phenomenon of brand loyalty. As such, this study not only highlights the increasing level of responsibility the public relations practitioner owns a management function, it calls for continued interdisciplinary research to further increase knowledge in both the marketing and public relations fields respectively.
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