The Effects of Brand Image and Perceived Public Relation on Customer Loyalty

Abstract

This paper discusses the effect of brand image and perceived public relation on customer loyalty. Data were collected via a questionnaire distributed to LG Electronics consumers in Tehran. Hierarchical regression analysis of data from 385 respondents was used to test two hypotheses. The results show that perceived public relation has a positive relationship with customer loyalty and that this relation is moderated by brand image. When brand image is favorable, the positive effect of perceived public relation on customer loyalty is significant. Further research should examine the role of public relations in relationship marketing.