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This study explores how two kinds of corporate publicity influence the customer-brand relationship.Due to their frequent occurrence and widespread recognition,corporate publicities may enhance/damage organizations in a variety of ways.Much evidence of the main contributing/destructive effects has been documented in marketing literature.However,our understanding about the interactions among different publicities is still incomplete.In this paper, two major categories of corporate publicities,publicity related to corporate ability and publicity related to corporate social responsibility ,are identified and both the underlying mechanisms and the specific patterns of their effect on customer-brand relationship are examined.In particular,we propose that brand trust and brand affection are the key factors through which the two kinds of corporate publicity influence customer-brand relationship strength.In addition ,competing hypotheses based on two-factor theory and fairness heuristic theory are proposed to explore the interaction pattern between ability publicity and social responsibility publicity.A 2x2 between-subject and scenario-based experiment was conducted. The fast food service industry was selected as the experiment context due to its high media exposure and familiarity to subjects.The method of MANCOVA was used in data analysis.Results suggest that publicity related to corporate social responsibility significantly influences customer-brand relationship strength,while publicity related to corporate ability has no significant effect.One possible explanation for the insignificant effect of corporate ability publicity is that subjects are more certain about corporate ability knowledge, while they hold relatively obscure information about corporate social responsibility.Furthermore,the interaction between the two publicities is consistent with the pattern predicted by fairness heuristic theory,in which social responsibility publicity has a stronger effect when it coexists with negative ability publicity.In addition, brand trust and brand affection play mediating roles on the effect of publicity on customer-brand relationship.Implications and limitations of this research are also discussed.

The effects of two kinds of corporate publicity on customer-brand relationship