The mediated role of corporate image in the relationship between public relations and customer affective engagement

Public relations’ fundamental functions date back to the dawn of human civilisation. The study assessed the relationship between public relation, corporate image and customer affective commitment at MTN in Ghana. The study employed a quantitative study approach, explanatory study design and the positivist study paradigm. Four hundred (400) clients were chosen for the study. A self-administered questionnaire solicited the customers’ views on the stated objectives. Data were analysed using SMART PLS 4.0.8.4. The study findings revealed that public relation affects customer affective commitment, public relation impacts corporate image, corporate image predict customer affective commitment, and corporate image fully mediates the relationship between public relation and customer affective commitment. The study informed government officials and policymakers on public relation-related factors that directly and indirectly affect customer affective commitment, which will help guide policy. This study is the first to test the relationship between public relation, corporate image and customers’ affective commitment at MTN Limited in a developing country like Ghana.