Creation,
retention and extension of this mutual relationship lead to
customer loyalty, which is very important in
communication [7]. Consumers’ reactions to PR depend
on their levels of self-congruence and how their
expectations match the company’s properties, which are
presented through PR efforts. If consumers’ self-concepts
and perceptions of characteristics, associations and
values are identical to those of the company conducting
PR activities, then consumers attach a higher degree of
acceptance of the company. Higher consumer selfcongruence
enhances the establishment of commitment
and meaningful relationships with the organization and