Franchising as a form of use of corporate image (Франчайзинг як форма використання корпоративного іміджу організації)

The concept of the corporate image is considered; fundamental, external and internal constituents of the corporate image are distinguished; franchising as the system of business organization, based on the use of corporate image of organization and product image, is analysed; the features of franchising, benefits and disadvantages for the franchisor and the franchisee are distinguished analyzed in the article (У статті розглянуто поняття корпоративного іміджу та виділено такі його складові, як фундаментальний, внутрішній та зовнішній; проаналізовано франчайзинг як систему організації та ведення бізнесу, що ґрунтується на використанні корпоративного іміджу організації та товарного іміджу її продуктів; виокремлено особливості франчайзингу, його переваги та недоліки для франчайзера та франчайзі

Corporate Brand Image: Antecedents, Mediating Role and Impact on Stakeholder Expectations

Corporate identity and image are shaped by the entirety of perceptions of a variety of stakeholders, both existing and potential ones, such as customers, suppliers, employees, general public, opinion makers, and government officials. Our study is an empirical investigation of corporate brand image and impact on one such stakeholder group made up of prospective employees. A large multinational, a technical and scientific research firm, a major recruiter of graduates from campuses of reputable universities across the nation was chosen as the subject. This paper develops and tests a path model of the antecedent factors affecting corporate brand image and specific expectations that stakeholders may have of a corporate brand. Based on a thorough literature review, a corporate brand image model that treated as antecedents the four constructs, awareness of organisation’s products, perceptions about culture, personality of the focal firm, and general expectations was proposed. Specific expectations that respondents may have about working with the firm was modeled to be influenced by the corporate brand image of the firm surveyed and also by the mentioned four antecedent constructs. The model is fitted to empirical data obtained from a national sample of 368 respondents using LISREL 8.5 methodology, and strong support was found for five, partial support for two of the nine hypotheses tested. Substantial evidence can be seen for the mediating role of corporate brand image in shaping specific expectations that stakeholders have from the corporate brand. Practical significance and managerial implications for marketing investments and organisational performance are detailed.

Pembentukan Corporate Brand Image Melalui Penerapan Program Corporate Social Responsibility

Corporate Social Responsibility merupakan program sosial yang sudah mulai banyak dilakukan oleh Perusahaan di Indonesia. Penerapan Corporate Social Responsibility tersebut terbukti memberikan banyak manfaat, diantaranya adalah dapat mempertahankan dan mendongkrak brand image Perusahaan. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh penerapan program Corporate Social Responsibility terhadap pembentukan corporate brand image pada PT. NIC di Bekasi. Populasi dalam penelitian ini merupakan pelanggan yang mengetahui program Corporate Social Responsibility yang dilakukan oleh PT. NIC di Bekasi. Jumlah sampel yang digunakan dalam penelitian ini adalah 80, yang merupakan pembulatan dari jumlah minimal sampel 65. Teknik sampel penelitian ini adalah purposive sampling. Responden dipilih dengan kriteria berusia lebih dari 15 tahun dan mengkonsumsi produk PT. NIC minimal tiga kali. Analisis data penelitian digunakan model regresi linier berganda. Hasil dari penelitian menunjukkan bahwa penerapan Corporate Social Responsibility berpengaruh secara positif terhadap corporate brand image PT. NIC di Bekasi. Pengaruh dengan nilai terbesar dijumpai pada variabel planet, dibandingkan dengan variabel independen lainnya

Promoting business with corporate gifts: major issues and empirical evidence

Corporate gifts are an important tool in the marketing communication mix. This paper is divided into two parts. It first reviews the literature of corporate gifts and incentives, focusing on major issues in the use of corporate gifts: marketing issues, practical considerations, and ethical and cultural concerns. In the second part, it presents a survey in the UK airline industry. Corporate gifts are found to be used mainly as a means of enhancing corporate image and creating goodwill. They are also used to help reinforce other elements in the marketing communication mix such as advertising and sales promotion

Reputation Management: Corporate Image and Communication

Reputation was, is, and always will be of immense importance to organisations, whether commercial, governmental or not-for-profit. To reach their goals, stay competitive and prosper, good reputation paves the organisational path to acceptance and approval by stakeholders. Even organisations operating in difficult ethical environments - perhaps self-created - need to sustain a positive reputation where possible. Argenti & Druckenmiller argue that, “organisations increasingly recognize the importance of corporate reputation to achieve business goals and stay competitive” (Argenti & Druckenmiller 2004, p.368). While there are many recent examples of organisations whose leadership and business practice behaviours have destroyed their reputation, such as Enron, Arthur Andersen, Tyco and WorldCom, the positive case for reputation is that it has fostered continued expansion of old stagers like Johnson & Johnson and Philips and innovators such as Cisco Systems, who top recent rankings of the most respected organisations in the US and Europe. What is evident is that reputation does not occur by chance. It relates to leadership, management, and organisational operations, the quality of products and services, and - crucially - relationships with stakeholders. It is also connected to communication activities and feedback mechanisms. This chapter will consider the definitions and nature of reputation and its management, best practice and evaluation. It will also discuss the boundaries between branding, image and reputation

The effect of corporate social responsibility on customer loyalty in mobile telephone companies

Purpose: The present study aims at developing and empirically testing a research model that presents the influence of Corporate Social Responsibility on corporate image, customer satisfaction and customer loyalty, demonstrating the direct and indirect effects among these structures. Design/Methodology/Approach: The examination of the proposed research model was carried out using a structured questionnaire completed by 358 mobile users in the city of Kavala. The validity and the reliability of the questionnaire were examined, while for the data analysis the Structural Equation Modeling Technique was used with LISREL 8.80. Findings: The findings of this study indicate that Corporate Social Responsibility have not a significant direct effect on customer loyalty, while corporate image and customer satisfaction have a significant positive effect on customer loyalty. Moreover, the findings provide practical new insights in understanding how a mobile company’s CSR policy could be developed and implemented to help enhance customer loyalty through the mediating effects of customer satisfaction. Practical Implications: The companies would like to understand the implications of its CSR policy implementation, especially in enhancing its corporate image and customer satisfaction in terms of reputation and impression. Originality/Value: This study is a pioneer research in addressing the mediating role played by customer satisfaction for strengthening the relationship between CSR and customer loyalty in mobile phone companies.peer-reviewe

The Role of Corporate Image and Extension Similarity in Service Brand Extensions

In this article we examine the role of corporate image in extending service brands to new and traditional markets in the telecommunications sector. With regards to corporate image, service brand extensions are primarily associated with innovation-related attributes, such as order of entry (i.e., pioneers versus followers). Increasingly, firms are extending their services to markets that are beyond the markets that they traditionally have been active in. The results of an experimental study show that consumers evaluate service extensions by providers with an innovative late mover image more favourably that service extensions by companies with a pioneer image in terms of perceived corporate credibility and expected service quality. With regards to these evaluation criteria, it was also found that consumers prefer service brand extensions to related rather than unrelated markets. In addition we find that the relative distance between service providers with an innovative late mover image and pioneers is larger in related markets.marketing ;

Exploratory Study of Service Quality, Corporate Image, and Customer Loyalty in Restaurants in Ghana

The aim of the study is to identify the effect of Service Quality and Corporate Image on Customer’s Loyalty .Questionnaires were distributed to collect responses from restaurant users in the Greater Accra region of Ghana. Descriptive statistics and correlation analysis were used to analyze the data and draw the conclusions. It was revealed that service quality and corporate image have strong positive association with customer’s loyalty .The study suggested that managers of restaurants provide needed logistics to aid frontline staff to avoid delays in meeting customer demands. This will lead to high level of customer retention, loyalty, high market share and profitability

Analisa Pengaruh Corporate Image terhadap Kinerja Keuangan Perusahaan Perbankan di Surabaya

The purpose of this study was to examine or test the affect of corporate image on financial performance through customer's satisfaction as the intervening variable on bank companies in Surabaya. Sample of this study was 35 bank companies in Surabaya. Data were collected by distributing questionnaire to the consumen and got from Bursa Efek Indonesia. This study used path modeling analysis technique with PLS tools. Results showed that there were positive and significant affect of corporate image on customer's satisfaction, positive and significant affect of customer's satisfaction on financial performance, and also positive and significant affect of corporate image on financial performance on bank companies in Surabaya