The Bond between Public Relations and Brand Loyalty: Exploring Brand-Public Relationship

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.