Fig. 1: Conceptual modelAlthough pa

Fig. 1: Conceptual model
Although past scholars have not produced consistent findings on the dimensions of establishing relationship quality, empirical results indicate that the relationship between corporations and customers is increasingly intimate and that this benefits the enhancement of customer loyalty in the long run.However, previous research has not produced consistent results regarding the factors that positively affect consumer perception of public relations (PRP) practice.Some studies show that the inconsistent results might be caused by a moderator such as brand association.However, how existing brand image (especially negative
brand image) impacts on the effectiveness of PR has
received very little attention. It is necessary to take into
account the separate effects of positive and negative
brand images when analyzing PR results [4].