Search results

1 – 10 of over 28000
To view the access options for this content please click here
Article
Publication date: 10 October 2008

Ram Herstein, Yoram Mitki and Eugene D. Jaffe

The importance of corporate image management in the airline industry has increased substantially in recent years. More and more managers of airline companies have found…

Abstract

Purpose

The importance of corporate image management in the airline industry has increased substantially in recent years. More and more managers of airline companies have found themselves changing their company's corporate image in order to ensure a more modern and updated identity. The purpose of this case study is to trace the new corporate image communication design and implementation phases of the privatization process of El Al airlines.

Design/methodology/approach

This article explores the transition process of a government‐owned airline with a popular‐national image to a private company with an exclusive‐national image, focusing on the implementation of its new corporate image communication process.

Findings

The case study described here suggests that the corporate image communication process of a company that has become a private entity should be holistic and takes place on four levels – internal and external, formal and informal.

Originality/value

This unique case study adds a new element to the process of communicating image to internal and external stakeholders in the airline industry and other service sectors that are becoming increasingly privatized. El Al airlines transitioned from government ownership to private hands, a process that required the implementation of drastic changes in terms of service quality management standards. It is quite rare to find companies in the airline sector that have undergone privatization.

Details

Corporate Communications: An International Journal, vol. 13 no. 4
Type: Research Article
ISSN: 1356-3289

Keywords

To view the access options for this content please click here
Article
Publication date: 12 January 2015

Mai An Tran, Bang Nguyen, T.C. Melewar and Jim Bodoh

This paper aims to demonstrate the need to explore the image formation process to develop a more holistic definition of corporate image. Diminishing trust in managers has…

Abstract

Purpose

This paper aims to demonstrate the need to explore the image formation process to develop a more holistic definition of corporate image. Diminishing trust in managers has created increasingly negative perceptions toward corporations. Stakeholders are constantly evaluating and scrutinizing corporations to determine their trustworthiness and authenticity. To develop their perceptions toward these corporations, stakeholders rely on the key role of corporate image. In the present study, the complex relationships between corporate image, corporate reputation, corporate communication and corporate personality are investigated. These concepts form a corporation’s image formation process.

Design/methodology/approach

Radley Yelday (RY), the communications agency collaborating in this research, facilitated 15 interviews with their employees. Using a semi-structured interviewing method, discussions were guided toward the topic of corporate image among the respondents.

Findings

Findings reveal the importance of corporate image under seven different dimensions: visual expression, positive feelings, environments expression, online appearance, staff/employees appearance, attitude and behavior and external communications (offline, online and effectiveness). Theoretical and managerial implications are discussed with suggestions for future researches.

Originality/value

The authors develop a conceptual model that illustrates the corporate image formation process. The model includes seven dimensions – both with tangible and intangible aspects – forming corporate communication and corporate personality. These, in turn, translate into the corporate image. With time and experiences, corporate image creates a more consistent reputation, which consists of five different levels: awareness, familiarity, favorability, trust and advocacy. As demonstrated in this research, the seven key dimensions influencing this process are: visual expression, positive feelings, environment, online appearance, staff/employees appearance, attitude and behavior and external communications.

Details

Qualitative Market Research: An International Journal, vol. 18 no. 1
Type: Research Article
ISSN: 1352-2752

Keywords

To view the access options for this content please click here
Article
Publication date: 9 October 2007

Apisit Chattananon, Meredith Lawley, Jirasek Trimetsoontorn, Numchai Supparerkchaisakul and Lackana Leelayouthayothin

The purpose of this research is to develop and test a Thai model for societal marketing's impact on consumer's attitudes toward a corporate image.

Abstract

Purpose

The purpose of this research is to develop and test a Thai model for societal marketing's impact on consumer's attitudes toward a corporate image.

Design/methodology/approach

A preliminary model was developed from the existing literature, followed by exploratory research consisting of three in‐depth interviews and four focus groups to refine the model. The model was then tested with data collected from a mail survey completed by 1,153 respondents, using structural equation modeling.

Findings

The findings indicate that a societal marketing program and corporate communications can create positive consumer attitudes toward corporate image. In addition both educational level and marital status of respondents significantly influence consumer attitudes towards corporate image. Moreover, societal marketing program identity, when compared with other variables, illustrates the most powerful impact on customers' attitudes toward corporate image.

Research limitations/implications

The data were gathered from one program only, hence future research could extend these findings to other programs to test their generalisability.

Practical implications

The key implications of these findings for marketing managers include support for the use of societal marketing programs at a strategic level as well as suggestions for successful implementation of these programs.

Originality/value

This study contributes to societal marketing research because a scarcity of empirical research still exists in this field, particularly in Asian countries such as Thailand.

Details

Society and Business Review, vol. 2 no. 3
Type: Research Article
ISSN: 1746-5680

Keywords

To view the access options for this content please click here
Article
Publication date: 13 July 2012

Rafael Bravo, Teresa Montaner and José M. Pina

In the banking sector, the importance of consumer's perceptions for business success has been underestimated. For this reason, the present work aims to focus on the…

Abstract

Purpose

In the banking sector, the importance of consumer's perceptions for business success has been underestimated. For this reason, the present work aims to focus on the corporate brand image construct, analysing how the associations of financial brands are generated and the way such associations influence consumer behaviour.

Design/methodology/approach

A model is proposed that shows which are the main antecedents and consequences of corporate image of financial institutions. This model was validated through structural equation modelling. Data were collected by means of personal questionnaires addressed to 450 respondents.

Findings

Results indicate that consumer perceptions depend on brand familiarity, non‐firm communications and, to a lesser extent, on advertising. The resulting image will be an antecedent of the global attitude to the firm and, directly and indirectly, of the intention to use the branded service.

Research limitations/implications

This study has been aimed at consumers in a specific region of Spain. Moreover, it only analyses well‐known institutions and the most important variables. For this reason, it would be interesting to broaden the analysis to cover different contexts.

Practical implications

Both corporate image and familiarity can be developed by applying thoughtful communication strategies that neutralize the effect of negative non‐firm information. Companies that develop a powerful corporate image should be more appealing to customers.

Originality/value

This study validates a comprehensive model that explains both the antecedents and consequences of corporate image of banks. It also proposes an up‐to‐date corporate image scale and considers the effects of firm versus non‐firm communications.

Details

Journal of Product & Brand Management, vol. 21 no. 4
Type: Research Article
ISSN: 1061-0421

Keywords

To view the access options for this content please click here
Article
Publication date: 1 February 1997

Jeffrey Liew

States that there are concerns within the banking industry that its image may be confused, which raises the question, by what criteria do the stakeholders perceive their…

Abstract

States that there are concerns within the banking industry that its image may be confused, which raises the question, by what criteria do the stakeholders perceive their banks and, consequently, how can banks establish programmes to develop their image? Concludes that Britons are largely satisfied with the performance of banks, and are less antagonistic than the media indicate.

Details

Corporate Communications: An International Journal, vol. 2 no. 2
Type: Research Article
ISSN: 1356-3289

Keywords

To view the access options for this content please click here
Article
Publication date: 10 August 2010

Roland K. Yeo and Mohamed A. Youssef

The paper seeks to explore the factors that would make an impact on the corporate image of large commercial banks in Saudi Arabia through the perceptions of direct…

Abstract

Purpose

The paper seeks to explore the factors that would make an impact on the corporate image of large commercial banks in Saudi Arabia through the perceptions of direct customers. It proposes an appropriate way of measuring corporate image in the Saudi banking industry through the development of a questionnaire.

Design/methodology/approach

A questionnaire, presented in English and Arabic, was piloted and tested to a group of banking customers in three major cities of Saudi Arabia.

Findings

Results indicate that three factors significantly influence perception: “financial prospects”, “corporate management” and “corporate communication”. These explain 67.7 per cent of the total variance. The notion of “market presence” was not strongly felt in the Saudi banking industry despite the growing trend of internationalization of large commercial banks in the country.

Research limitations/implications

Corporate image is regarded as a critical, strategic and enduring intangible asset for an organization. A favorable corporate image can be an effective form of differentiation and a source of competitive advantage ensuring long‐term success.

Practical implications

Managing complex customer relationships is a first step in creating better corporate image. Publicity tools need to be strategically deployed to create a stronger market presence. Financial performance should be appropriately communicated to instill confidence and loyalty in customers.

Originality/value

This is the first of such research conducted in Saudi Arabia. Customers' interpretation and perception of corporate image in the Saudi banking industry suggests that corporate branding is as important as corporate identity. As such, this paper reveals that complacency in corporate communication practices is the very reason why market presence fails to endure the test of time.

Details

Corporate Communications: An International Journal, vol. 15 no. 3
Type: Research Article
ISSN: 1356-3289

Keywords

To view the access options for this content please click here
Article
Publication date: 1 April 2001

Lars Thøger Christensen and Søren Askegaard

Asserts that the marketing discipline has been quite instrumental in securing and maintaining both practical and theoretical attention to the issues of identity and image

Abstract

Asserts that the marketing discipline has been quite instrumental in securing and maintaining both practical and theoretical attention to the issues of identity and image in contemporary organisations. Discusses and critiques much of the discourse of corporate identity and image management. This is accomplished through a semiotic exercise in which prevailing perspectives and assumptions with respect to corporate identity and image are explained, analysed and subjected to a coherent interpretive framework. Rather than trying to legislate terminology or suggest conceptual parsimony, we use the semiotic framework as one way to illustrate the benefits of theoretical consistency and to stimulate self‐reflection among scholars who use the notions of identity and image.

Details

European Journal of Marketing, vol. 35 no. 3/4
Type: Research Article
ISSN: 0309-0566

Keywords

To view the access options for this content please click here
Article
Publication date: 6 June 1997

Nigel Markwick and Chris Fill

Notes how the value of developing corporate identity (CI), as a means of encouraging an organization's key stakeholders to perceive the corporate entity in a clear and…

Abstract

Notes how the value of developing corporate identity (CI), as a means of encouraging an organization's key stakeholders to perceive the corporate entity in a clear and positive way, has been receiving increased attention in the last decade. To date much of the practitioner and academic attention has been focused on the communication function between an organization and its customers (primarily). In order that managers and academics are able to realize more of the potential that CI offers organizations, it is necessary to consider the role and impact CI can have on strategic management. Reviews the literature and considers the concepts of corporate identity, image, reputation and personality. Determines the linkages between these concepts and argues that image research studies should not just be oriented to improving images and communications but that this information can also have a central role to play in the strategic development of an organization. To do this presents a framework, referred to as a corporate identity management process (CIMP). Provides an illustration which shows how an understanding of stakeholder images can be used, via the CIMP, to reveal opportunities for developing sustainable competitve advantage.

Details

European Journal of Marketing, vol. 31 no. 5/6
Type: Research Article
ISSN: 0309-0566

Keywords

To view the access options for this content please click here
Article
Publication date: 9 October 2009

Alan Pomering and Lester W. Johnson

The purpose of this paper is to develop a set of research propositions concerned with how the alignment between socially responsible corporate image and corporate identity…

Abstract

Purpose

The purpose of this paper is to develop a set of research propositions concerned with how the alignment between socially responsible corporate image and corporate identity might be enhanced through the reduction of scepticism by considering diagnostic dimensions of the corporate social responsibility (CSR) image advertising claim.

Design/methodology/approach

The paper reviews corporate image advertising, the tool investigated for informing about the firm's CSR record, discusses the scepticism construct and theoretical explanations of why this communication approach might induce scepticism, considers extant empirical findings that lend support to these theories, and describes several elements of CSR advertising claims considered to be diagnostic and capable of inhibiting scepticism responses to CSR image advertisements among consumers. Research propositions are advanced and discussed.

Findings

The paper provides conceptual insights into reducing consumer scepticism toward CSR‐based corporate identity communicated via corporate image advertising.

Research limitations/implications

The paper advances four research propositions, and proposes a method for testing these propositions.

Practical implications

The paper acknowledges the increase in CSR‐based corporate image advertising, discusses why such communication approaches may be prone to consumer scepticism, and considers message elements to inhibit this persuasion‐eroding cognitive response.

Originality/value

This paper suggests a study to understand how corporate identity based on CSR achievements can be more persuasively communicated via CSR‐based corporate image advertising

Details

Corporate Communications: An International Journal, vol. 14 no. 4
Type: Research Article
ISSN: 1356-3289

Keywords

To view the access options for this content please click here
Article
Publication date: 10 October 2016

Rambalak Yadav, Abhishek Kumar Dokania and Govind Swaroop Pathak

The present study aims to explore the influence of green marketing functions (green activities, corporate communication of green activities and green image) on corporate

Abstract

Purpose

The present study aims to explore the influence of green marketing functions (green activities, corporate communication of green activities and green image) on corporate image in the hospitality sector. Further, the study tries to explore the consumer’s intention to visit the hotels practicing green marketing.

Design/methodology/approach

Using snowball sampling approach, a total of 220 usable responses were obtained from the consumer via an internet survey. Data were analyzed using structural equation modeling to evaluate the strength of relationship and model fit.

Findings

The findings show that green/eco-friendly activities and green image significantly influence the corporate image of the hotel, which in turn results into significant positive impact over consumer’s intention to visit the hotel. No significant influence of corporate communication of green activities on corporate image of the hotels was found, which may be because of the low level of communication of green practices by the hotels in India.

Practical implications

The findings offer insight to the managers regarding the impact of green marketing practices adopted by the hotels on their corporate image which in turn results into increased visit/revisit intention.

Originality/value

The study deals with the topic “the influence of green marketing on corporate image”, which has received scant attention by researchers. The paper attempts to provide empirical evidence in this area. The study yields several implications that can be helpful for managers while devising green marketing strategies for the hospitality sector. The study is among the initial studies exploring the influence of green marketing on corporate image in the Indian context.

Details

International Journal of Contemporary Hospitality Management, vol. 28 no. 10
Type: Research Article
ISSN: 0959-6119

Keywords

1 – 10 of over 28000