Publication:
Effectiveness of Marketing public relation: Evidences from Vietnam
Effectiveness of Marketing public relation: Evidences from Vietnam
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Date
2017
Authors
Nguyễn Hoàng Mai
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Research Projects
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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.
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Keywords
"Marketing public relations,
MPR,
Marketing,
Public Relations,
SERVQUAL,
Tangibles,
Attitude toward brand"