Effectiveness of marketing public relation : envidences form Viet Nam

Abstract

"The effect of marketing public relations (MPR) on human interactions such as their changing attitudes is difficult to quantify. Academics and industry professionals are both struggling with this challenge. This research laid foundations by using SERVQUAL framework to measure the effectiveness of MPR on attitude toward brand (ATB) to identify insights that can inform strategy in practice. A survey was accompanied with 317 respondents in Ho Chi Minh City, Vietnam to collect primary data. Constructing on the multiple regression analysis, it was concluded that MPR has positive relationship with ATB; also tangibles dimension of SERVQUAL. Furthermore, MPR indirectly affects ATB through tangibles. Hence, managers are highly recommended to make the MPR programs more tangibility in order to gain positive ATB."