When brand image is favorable, then proactive PR perceived by customers will be more congruent to corporate reputation and consumers are better able to maintain positive beliefs, attitudes and behaviors. As a result, favorable brand image can enhance the PR effects and boost customer loyalty. On the contrary, when consumers commit an unfavorable brand image to memory, the organization’s aggressive pursuit of PR activities can conflict with consumers’ perceptions about the corporation’s reputation. Unfavorable brand image leads to a negative halo effect and negatively influences other brand associations. This could be due to consumers’ lack of trust in organizations, which can lead to consumers being skeptical about the sincerity of the organization’s actions. A negative attitude can also arise from skepticism over an organization’s honesty and fairness in executing PR activities [4]. Therefore, the second hypothesis of this study can be stated as follows: