Fortunato (2000) reported that public relations and
promotional strategies play a prominent role in selecting
and framing mass media content that could influence
public opinion and behavior. In the triangular relationship
among public relations, mass media and the audience, it
has been demonstrated through public relations strategies
that a company is proactive in assisting the mass media
content selection and framing processes. This research
shows that maintain relationships with customers via
public relations is very effective for future loyalty [8].
Chen and Hui Hu (2009) believe that customers also
benefit in other ways from long-term associations with
firms. Perceived relationship benefits add to the perceived
value of the product, because the relationship is
strengthened when customers perceive benefits beyond
their satisfaction with the core product. Relational
benefits have a direct effect on perceived value and
customer loyalty. In addition, relational benefits also have
an indirect effect on customer loyalty via perceived value,
which positively influences loyalty. According to Creyer
and Ross (1997), consumers believe that their purchase
behavior is influenced by ethical and unethical corporate
actions. Consumers reward ethical behavior with a
willingness to pay higher prices for a firm’s product.
Although they may buy from an unethical firm, they want
to do so at lower prices, which, in effect, punish the
unethical act [9].