Exploring the corporate image formation process

Tran, Mai An, Nguyen, Bang, Melewar, T. C. and Bodoh, Jim (2015) Exploring the corporate image formation process. Qualitative Market Research: An International Journal, 18 (1). pp. 86-114. ISSN 1352-2752

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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.

Item Type: Article
Keywords (uncontrolled): Corporate image; corporate reputation; corporate communication; corporate personality; appearance; perception; belief; feeling; trust; advocacy.
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 18972
Notes on copyright: This is the accepted version of the manuscript "Exploring the corporate image formation process", published in the journal "Qualitative Market Research" available via the journal site at: https://doi.org/10.1108/QMR-05-2014-0046. This article is © Emerald Publishing Limited and permission has been granted for this version to appear here. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.
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Depositing User: Tc Melewar
Date Deposited: 07 Mar 2016 12:27
Last Modified: 18 Jul 2019 12:25
URI: https://eprints.mdx.ac.uk/id/eprint/18972

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