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Featuring the role of public relations in brand equity research and best practices, this study investigates how product, non-product, and customer�business relationship attributes affect customer-based brand equity (i.e., brand attitudes and customer activity). Analysis reveals customer�business relationships are central to a causal model linking evaluation (brand attitudes) and activation/motivations (customer activity). Findings demonstrate that for service businesses (e.g., banks), customer�business relationships are the primary, rather than minor, predictor of brand equity. These findings demonstrate how public relations scholarship and practice plays a central rather than peripheral role in customer satisfaction.
