The Effect and Measurement of Public Relations On Brand Equity

Authors : İsnur İnci ARMUTLU

Pages : 151-175

Doi:10.31679/adamakademi.1264658

View : 14 | Download : 16

Publication Date : 2023-06-30

Article Type : Research Paper

Abstract :The present study examines public relations insert ignore into journalissuearticles values(PR);, its impact on concepts such as corporate communications, and integrated marketing, and its role in creating, maintaining, and shaping brand equity. Also, the interaction between the company\`s reputation and brand equity is one of the other essential criteria examined in this study. After examining the techniques for measuring corporate reputation and brand equity, we used two models of Fombrun\`s Reputation Quotient and Aaker\`s Brand Equity to measure these two criteria. We have included GSM operators such as Turkcell, Vodafone, and Avea. Using questionnaires, end users and dealers insert ignore into journalissuearticles values(as the internal stakeholder); were asked about the brand equity and items related to the company\`s reputation. Interviews were conducted with 300 dealers as required by PR\`s \`Stakeholder Theory\` in-house staff study. We also surveyed 400 end users. Our research showed that public relations affect brand equity, and this effect varies based on stakeholders.
Keywords : Halkla İlişkiler, Marka Değeri, İtibar Yönetimi, Pazarlama İletişimi