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Article
Publication date: 1 May 1995

Cornelius H. Van Heerden and Gustav Puth

The view that a visually appealing corporate identity is the mostimportant contributor to a good corporate image is a myth. The processof corporate image formation is…

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3923

Abstract

The view that a visually appealing corporate identity is the most important contributor to a good corporate image is a myth. The process of corporate image formation is regulated by the corporate personality which consists of three groups of elements: conscious behavioural identity cues, such as customer service; need‐satisfying products or services; and visual cues, such as the corporate name, logo, and slogan. Makes a major assumption that a visual design cue, such as a corporate logo, recalls impressions or perceptions in the minds of audiences. These perceptions are based on corporate behaviour which constitutes an overall corporate image. Perceptions measured through a semantic differential subsequently revealed that the following factors contribute to the corporate image of South African banking institutions: dynamism, credibility/stability, customer service, and visual identity. The research results therefore confirmed the assumption that corporate behaviour and corporate visual identity contribute to corporate image.

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International Journal of Bank Marketing, vol. 13 no. 3
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 25 January 2022

Ana Cuic Tankovic, Dragan Benazić and Jelena Kapeš

The purpose of this paper is to empirically investigate the corporate image as a high-order construct in the hospitality industry. Therefore, it includes an important part…

Abstract

Purpose

The purpose of this paper is to empirically investigate the corporate image as a high-order construct in the hospitality industry. Therefore, it includes an important part of all the agents that contribute to the formation of this corporate image: the clients, the employees and the hotel management.

Design/methodology/approach

In order to better conceptualize and understand the dimensions of corporate image in the hospitality industry, a theoretical systematization and analysis of the literature on corporate image definitions and validated scales to date are presented. The primary research is based on a questionnaire survey that emerged from the theoretical model. The collected data were tested using confirmatory factor analysis and covariance-based structural equation modelling (CB-SEM).

Findings

Results indicate that corporate image is a high-order construct that includes the dimensions of symbols from servicescape, employees' behaviour, perception of the organization, perception of the management, perception of the service and perception of the hotel.

Research limitations/implications

The application of this paper will enable new research in the corporate marketing literature, while the presented multidimensional approach will support future empirical research on corporate image in hospitality.

Originality/value

The paper contributes to theory by conceptualizing the corporate image as high-order construct. It provides evidence of corporate image multidimensionality, comprising six dimensions. Moreover, the findings provide an insight for practitioners to better understand how to manage hotel image.

Details

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

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Article
Publication date: 3 November 2021

Pantea Foroudi, Mohammad Mahdi Foroudi, Maria Palazzo and Bang Nguyen

The airline aviation industry is both capital-intensive and competitive. Hence, the evolution of the sector needs original marketing strategies. To study the relationships…

Abstract

Purpose

The airline aviation industry is both capital-intensive and competitive. Hence, the evolution of the sector needs original marketing strategies. To study the relationships between corporate branding and corporate image, taking into account two views, namely, corporate strategy and corporate expression in airline identity, this paper aims to analyze the main indicators of the corporate branding that affect the outcomes of the corporate image.

Design/methodology/approach

To inspect the theories, the foundational configural model was assessed through the perceptions of 395 employees in Indian aviation companies. By using complexity theory, this study matched the concept of equifinality and it examined the data via a fuzzy set qualitative comparative analysis.

Findings

Findings show that corporate strategy positively influences the corporate image and corporate expression. Corporate expression offers the verbal and visual facets of a brand. Surprisingly, the paper shows that there is no link between corporate expression and corporate image. It also suggests that corporate expression, including corporate community, corporate promise and corporate personality, are all components of a corporate brand and do not influence the corporate image. Finally, the study highlights that corporate image positively affects superior business performance, which influences superior retailer preference.

Research limitations/implications

The study identifies the corporate identity’s indicators (corporate strategy and corporate expression) that affect the corporate image, which results in stronger, superior business performance and retailer preference. It suggests that managers in the airline industry should follow the recommendations of this research by adopting more objective and fairer procedures to attain superior business performance and retailer preference. In addition, the continued growth and the financial impact of the airline sector require the use of pioneering branding strategies. Future study is needed in various nations to advance the generalizability of the research findings.

Originality/value

To the best of the authors’ knowledge, the paper is the first to study corporate brand, its sub-dimensions (corporate strategy and corporate expression) and their individual links to brand image, which involves experience, relationships and visual identity.

Details

International Journal of Contemporary Hospitality Management, vol. 34 no. 1
Type: Research Article
ISSN: 0959-6119

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Book part
Publication date: 11 June 2009

Anca E. Cretu and Roderick J. Brodie

Companies in all industries are searching for new sources of competitive advantage since the competition in their marketplace is becoming increasingly intensive. The…

Abstract

Companies in all industries are searching for new sources of competitive advantage since the competition in their marketplace is becoming increasingly intensive. The resource-based view of the firm explains the sources of sustainable competitive advantages. From a resource-based view perspective, relational based assets (i.e., the assets resulting from firm contacts in the marketplace) enable competitive advantage. The relational based assets examined in this work are brand image and corporate reputation, as components of brand equity, and customer value. This paper explores how they create value. Despite the relatively large amount of literature describing the benefits of firms in having strong brand equity and delivering customer value, no research validated the linkage of brand equity components, brand image, and corporate reputation, simultaneously in the customer value–customer loyalty chain. This work presents a model of testing these relationships in consumer goods, in a business-to-business context. The results demonstrate the differential roles of brand image and corporate reputation on perceived quality, customer value, and customer loyalty. Brand image influences the perception of quality of the products and the additional services, whereas corporate reputation actions beyond brand image, estimating the customer value and customer loyalty. The effects of corporate reputation are also validated on different samples. The results demonstrate the importance of managing brand equity facets, brand image, and corporate reputation since their differential impacts on perceived quality, customer value, and customer loyalty. The results also demonstrate that companies should not limit to invest only in brand image. Maintaining and enhancing corporate reputation can have a stronger impact on customer value and customer loyalty, and can create differential competitive advantage.

Details

Business-To-Business Brand Management: Theory, Research and Executivecase Study Exercises
Type: Book
ISBN: 978-1-84855-671-3

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Article
Publication date: 3 August 2021

Mohsin Abdur Rehman, Sadaf Khan, Ismah Osman, Khurram Aziz and Ghazal Shams

This study aims to test a proposed model based on a combination of the relationship marketing and service quality dimensions as predictors of corporate image and customer…

Abstract

Purpose

This study aims to test a proposed model based on a combination of the relationship marketing and service quality dimensions as predictors of corporate image and customer loyalty via corporate reputation in the Takaful context. More importantly, this study compares the Takaful operators’ services with the perceived service quality and the relationship marketing from the Malaysian and Saudi Arabian customers’ viewpoint.

Design/methodology/approach

A survey-based study was conducted through a questionnaire, and the data was collected from Takaful customers (362 Saudi Arabian and 350 Malaysian customers) through an online survey. Structural equation modelling is used to test the proposed model. Besides, the perception of Takaful customers between Saudi Arabia and Malaysia is compared through a multi-group analysis.

Findings

The results from the Malaysian context reveal that positive perceptions of service quality PAKSERV dimensions (personalization, reliability and tangibility) and positive perceptions of relationship marketing dimensions (Islamic ethical behaviour and structural bonds) have a significant influence on the corporate image. Alternatively, in the Saudi Arabian context, results have shown that the positive perceptions of service quality PAKSERV dimensions (assurance and reliability) of service quality and the positive perceptions of the relationship marketing dimensions (Islamic ethical behaviour, structural bonds and financial bonds) have a significant influence on the corporate image. The differences in both countries’ results can also enhance the corporate image on corporate reputation, merely in Malaysia. By contrast, corporate reputation is deemed a significant predictor of customer loyalty, represented as valid for both contexts.

Research limitations/implications

The proposed research model tested in Takaful Malaysian and Saudi Arabian can be replicated in other contexts – in terms of country and industry. Moreover, the current study reveals the crucial role of corporate image in forming corporate reputation. Future research could be focussed on the importance of other emotional or affective variables that may be involved in determining corporate reputation. Finally, future studies can be carried with another cultural perspective to have more diversified socio-economic implications.

Practical implications

It is suggested that Takaful operators from both Malaysia and Saudi Arabia need to put maximum effort towards customer loyalty by bringing both the dimensions of service quality and the relationship marketing in compliance with the principles of Islamic business transaction. The findings of the specific dimensions of service quality and relationship marketing will contribute to customers’ perceptions of corporate image and reputation in the Takaful industry.

Originality/value

The present study tested a blended facet of customer’s overall experience through service quality (PAKSERV) and customer service provider connectivity (relationship marketing) to predict the corporate image of the highly growing financial marketplace (Takaful). Contextually, this study contributes to delineating the factors (corporate reputation) affecting customer loyalty rather than a customer satisfaction tradition. Significantly, Saudi Arabia and Malaysia were chosen for this study, as they are currently the two fast-growing markets for Islamic financial services, especially with regards to the Takaful products and offerings.

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Article
Publication date: 8 July 2021

Ismah Osman, Mohsin Abdur Rehman, Sajid Mohy Ul Din, Ghazal Shams and Khurram Aziz

This study aims to examine a proposed model based on a combination of relationship marketing and service quality dimensions as a significant predictor of corporate image

Abstract

Purpose

This study aims to examine a proposed model based on a combination of relationship marketing and service quality dimensions as a significant predictor of corporate image. More importantly, it attempts to identify whether corporate reputation mediates the relationship between and customer loyalty and corporate image in the takāful (Islamic insurance) context, from the viewpoint of Saudi Arabian customers.

Design/methodology/approach

An online survey was conducted through an adopted questionnaire from 362 family takāful policyholders from Saudi Arabia. Also, structural equation modelling was used to test the proposed model on the direct relationships of the related constructs, as well as the establishment of corporate reputation as a mediator concerning its relationship between corporate image and customer loyalty.

Findings

This study discovered that only two dimensions of service quality (i.e. reliability and assurance) and three aspects of relationship marketing (i.e. Islamic ethical behaviour, financial and structural bonds) have a significant impact on the corporate image of the takāful providers. This study further concluded that corporate reputation mediates the relationship between corporate image and customer loyalty.

Research limitations/implications

This study has presented and tested the perceived service quality using the PAKSERV model in the takāful (Islamic insurance) industry, particularly in the Saudi Arabian context. This research identified the dimensions of PAKSERV (i.e. reliability and assurance) that influence the corporate image and simultaneously, the aspects of relationship marketing (i.e. Islamic ethical behaviour, financial and structural bonds) are also connected to the corporate image. Corporate reputation acts as a mediator between the relationship of corporate image and customer loyalty. This study, nevertheless, only focused in the takāful industry alone, and these findings could also be tested for its validity to different services in other potential studies because of the diversity of the service industry.

Originality/value

The findings of this study highlight the specific components of PAKSERV measures in influencing the corporate image. Furthermore, relationship marketing addressing Islamic ethical behaviour, as well as the three facets of bonding – structural, financial and social bonds are also incorporated and connected to corporate image. Hence, this study will increase the understanding of the impact of service quality concerning the PAKSERV model and relationship marketing on corporate image, reputation and customer loyalty of the takāful operators in Saudi Arabia.

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Article
Publication date: 16 July 2020

Shahzeb Hussain, T.C. Melewar, Constantinos Vasilios Priporas and Pantea Foroudi

This paper aims to use signalling theory to examine the concept of advertising credibility and its effects on brand credibility, brand image, corporate credibility and…

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1455

Abstract

Purpose

This paper aims to use signalling theory to examine the concept of advertising credibility and its effects on brand credibility, brand image, corporate credibility and corporate image.

Design/methodology/approach

A qualitative approach was used. Ten interviews and four focus groups were conducted among participants drawn from the London area. The data was analysed using thematic analysis.

Findings

The findings suggest that advertising credibility is defined using terms like accurate, caring, competent, complete, convincing, ethical, honest, impressive, promising, reliable and warranted. The findings also suggest that advertising credibility has a positive effect on brand credibility, brand image, corporate credibility and corporate image. However, these effects are lower when the brand and corporation have different names than when they have similar names. The dissimilarity of names can also provide some benefit, especially when brands or firms are faced with a crisis. The findings also illustrate that the theoretical model used in this study is valid, and suggest that advertising credibility has positive effects on other constructs.

Originality/value

Advertising credibility has received little attention in the literature. There is also little attention on its effects on other credibility constructs. This study minimises these gaps by conducting qualitative research to explore the effects of advertising credibility on brand credibility, corporate credibility and corporate image.

Details

Qualitative Market Research: An International Journal, vol. 23 no. 4
Type: Research Article
ISSN: 1352-2752

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Article
Publication date: 11 January 2021

Raheel Yasin

Employee turnover, building a positive corporate image and ethical lapses in the corporate world demand business leaders to perform their jobs with a higher sense of…

Abstract

Purpose

Employee turnover, building a positive corporate image and ethical lapses in the corporate world demand business leaders to perform their jobs with a higher sense of responsibility. This study aims to investigate the mediating effect of ethical climate and corporate image by using the corporate social responsibility theory and social identity theory.

Design/methodology/approach

A sample of 280 employees from the banking sector of Pakistan was collected through a questionnaire-based survey by using the convenience sampling technique. The structural equation modeling technique using Smart partial least square was used to test the hypothesized model.

Findings

The findings of the study affirmed a significant positive correlation between responsible leadership and ethical climate and ethical climate is significantly positively correlated with corporate image. Meanwhile, the corporate image is negatively correlated with employees’ turnover intention. Results further corroborate ethical climate mediating effect between responsible leadership and corporate image and corporate image likewise mediates between ethical climate and employee turnover intention.

Research limitations/implications

This study enriches the present literature on the subject of responsible leadership, ethical climate, corporate image and turnover intention from the employee’s point of view. Elucidating from previous studies, most of the investigations about the corporate image was conducted from the customers’ perspective and there has been a scarcity of studies focusing on employees’ perspective.

Practical implications

This study guides a value proposition that is concerned with the turnover of employees for human resource professionals from the banking industry. It explores a new dimension of the debate on employee turnover intention.

Originality/value

This study marks the first step toward corporate image as an organizational behavior construct by demonstrating that corporate image impact turnover intention. This study tests a model that demonstrates the role of ethical climate and corporate image in the linkage between responsible leadership and employees’ turnover intention.

Details

Journal of Knowledge Management, vol. 25 no. 7
Type: Research Article
ISSN: 1367-3270

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Article
Publication date: 27 April 2020

Raghda Abulsaoud Ahmed Younis and Rasha Hammad

Although researchers agreed that corporate image and employer image are important factors affecting organizational attractiveness, understanding the role of social…

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1764

Abstract

Purpose

Although researchers agreed that corporate image and employer image are important factors affecting organizational attractiveness, understanding the role of social identity within the attracting process, in addition to exploring the relationship between corporate image and employer image, is still a research gap. Therefore, this study aims to investigate the effect of corporate and employer image on organizational attractiveness in addition to understanding the moderating role of social identity on the relationship between corporate image and employer brand and organizational attractiveness.

Design/methodology/approach

The study used a survey method for data collection from fourth year students.

Findings

The findings show that both employer image and corporate image have a significant positive effect on organizational attractiveness . In addition, it has showed that social identity consciousness plays partial role as a moderator in the model.

Originality/value

This paper is one of the first papers that include corporate image, employer image, social identity consciousness and organizational attractiveness in the same model . In addition, it is one of the limited papers that considered both signal and social identity theory in attraction process.

Details

Personnel Review, vol. 50 no. 1
Type: Research Article
ISSN: 0048-3486

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Article
Publication date: 1 August 2002

Nha Nguyen and Gaston Leblanc

The purpose of this article is to evaluate empirically the impact of contact personnel and physical environment on the perception of corporate image by new clients by…

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7979

Abstract

The purpose of this article is to evaluate empirically the impact of contact personnel and physical environment on the perception of corporate image by new clients by using the hierarchical multiple regression analysis capable of exploring the potential presence of higher order and interaction terms. With data collected in two service industries, namely 272 new clients of a life insurance company and 238 travellers in a hotel, a linear relationship with corporate image was statistically confirmed for contact personnel, while a potential curvilinear relationship was found for physical environment. The results reveal the significant effect of both contact personnel and physical environment, as well as their interactive effects on corporate image. The managerial and research implications of the reported study are discussed.

Details

International Journal of Service Industry Management, vol. 13 no. 3
Type: Research Article
ISSN: 0956-4233

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1 – 10 of over 40000