초록

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Abstract ▼ AI-Helper

The purpose of this study is to suggest that effectiveness of public relations should be evaluated in terms of public relationships(behavioral relationships) as well as image(symbolic relationships). For the study, it empirically examined the relationships between corporation"s public relationships ...

The purpose of this study is to suggest that effectiveness of public relations should be evaluated in terms of public relationships(behavioral relationships) as well as image(symbolic relationships). For the study, it empirically examined the relationships between corporation"s public relationships and corporate image and furthermore explored whether the relationships differed depending on the type of corporations (Public/private) as well as the characteristic of groups (professional/non-professional). A survey was conducted with 423 respondents. The study found that there were statistically significant positive correlations between corporate image and multiple components of public relationships in public and private corporations as well as in professional and non-professional groups. Moreover, it found that the components of public relationships affecting significantly corporate image were same, except one component, in both corporations. It also discovered that the components of public relationships affecting corporate image were different in each professional group and non-professional one, for a public corporation, whereas they were almost same in both groups, except one component, for a private corporation. Conclusively, these findings suggest that there were close relationships between corporate image and public relationships and thus effectiveness of public relationship should be evaluated in terms of behavioral relationships as well as of symbolic relationships,

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