The value of public relations: Different impacts of communal and exchange relationships on perceptions and communicative behavior

Jarim Kim · Minjung Sung

44 citations0/0 files storedJournal of Public Relations Research

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Public Relations and Crisis Communication Media Studies and Communication Communication Studies and Media

Abstract

The study, using a survey of 508 university student publics, investigates (a) the impacts and mechanisms that a relationship has on a public’s perceptions and behavior around an issue and (b) how relationship types impact a public’s perception toward a tuition increase issue differently. The situational theory of publics was used as a theoretical framework. The results generally supported the theories. More important, the findings indicated that a communal relationship and an exchange relationship had different impacts on problem recognition, constraint recognition, and involvement recognition.

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References

1994The Commitment-Trust Theory of Relationship Marketing 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 2018MANAGING PUBLIC RELATIONS 1979Interpersonal attraction in exchange and communal relationships.1996The loyalty effect: The hidden force behind growth, profits, and lasting value 1991Communication Theories: Origins, Methods, and Uses in the Mass Media 1993The Difference between Communal and Exchange Relationships: What it is and is Not 1998Managing public relations

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