Congruence of Brand Image and Corporate Image: An International Business Perspective

2005 ◽  
Vol 9 (4) ◽  
pp. 49-72 ◽  
Author(s):  
B. C. Ghosh ◽  
Zafar U. Ahmed ◽  
Madan Annavarjula ◽  
Chan Min Lie
Keyword(s):  
International Business ◽  
Brand Image ◽  
Corporate Image ◽  
Business Perspective

Relationship among China’s country image, corporate image and brand image

2019 ◽  
Vol 2 (1) ◽  
pp. 34-49 ◽  
Author(s):  
Qingji Fan
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Brand Attitude ◽  
Corporate Image ◽  
Country Image ◽  
Chinese Enterprises ◽  
Content Type ◽  
Four Dimensions ◽  
Theoretical Evidence ◽  
Positive Effect

Purpose The purpose of this paper is to investigate the effect of China’s image as a country on consumers’ evaluations of brands. Drawing on the literature pertaining to country images and country-of-origin effect, a research model was developed to evaluate country image, corporate image and brand image. Design/methodology/approach To test the model and investigate the effects of country, corporate and brand image on brand attitude and purchase intention, a survey was conducted that examined Korean consumers’ attitudes toward well-known Chinese brands. Findings China’s country image was found to comprise four dimensions: political image, economic image, citizen image and country relationship image. Country image had a direct positive effect on brand attitude, and through brand attitude, country image had an indirect positive effect on purchase intention. Corporate image and brand image had a positive effect on brand attitude and a direct positive effect on purchase intention. In addition, country image had a positive effect on corporate image, while through corporate image, country image had an indirect positive effect on brand image. Originality/value These findings not only offer theoretical evidence for research on China’s country image, but also provide empirical evidence to support the “going global” strategies of Chinese enterprises.

Exploration of patriotic brand image: its antecedents and impacts on purchase intentions

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yufan Li ◽  
Weichen Teng ◽  
Tien-Tien Liao ◽  
Tom M.Y. Lin
Keyword(s):  
College Students ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Brand Image ◽  
Purchase Intentions ◽  
Corporate Image ◽  
Research Model ◽  
Content Type ◽  
Corporate Integrity ◽  
Corporate Social

PurposeThe recent rise of economic nationalism intensifies consumers' patriotic attitudes toward goods or services and thus encourages enterprises to build patriotic brand images. Nevertheless, few studies have discussed how a patriotic brand image is developed. The purpose of this study aims to fill the gap by examining whether and how a positive corporate image helps a domestic brand establish a patriotic brand image and in turn enhances consumers' purchase intentions in relation to domestic brand products.Design/methodology/approachA research model identifying the antecedents of patriotic brand image (the components of corporate image) is proposed and empirically tested using structural equations with a questionnaire investigating Taiwanese college students' attitudes toward Taiwanese smartphone brands. Three competing models are also proposed and tested to confirm the appropriateness of the research model.FindingsIn addition to the widely recognized impact of perceived quality on purchase intentions, patriotic brand image is found to be effective in enhancing local consumers' intentions to purchase domestic brand products. To shape a patriotic brand image, perceived quality, perceived corporate ability and perceived corporate integrity are the direct approaches, while perceived corporate social responsibility works through perceived corporate integrity, and perceived employer brand enhances only perceived corporate social responsibility.Research limitations/implicationsPotential sampling (college students) and subject (smartphones) biases may limit the generalizability of the presented findingsPractical implicationsWhile patriotic appeals have long been used in marketing communication, they are also likely to precipitate negative brand associations (e.g. nationalism), offending consumers in other countries. By contrast, the development of a positive corporate image serves as an implicit and neutral approach to building a patriotic brand image and can help domestic brands attract local consumers with less harm to foreign markets.Originality/valueThis study is one of notably few studies discussing patriotic brand image and its impacts on purchase intentions. This study also identifies the antecedents of patriotic brand image and how each of them affects patriotic brand image. The findings can help guide domestic brands in building a patriotic brand image.

PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN MOTOR SCUTER MATIC YAMAHA DI MAKASSAR

2020 ◽  
Vol 2 (1) ◽  
pp. 37-43
Author(s):  
Nurul Huda
Keyword(s):  
Brand Image ◽  
Corporate Image ◽  
Product Image

Penelitian ini bertujuan untuk mengetahui pengaruh brand image serta variabel mana yang memiliki pengaruh dominan terhadap keputusan pembelian motor scuter matic Yamaha di Makassar. Variabel yang dimaksud adalah corporate image, user image dan product image. Penelitian ini dilaksanakan di PT. Suracojaya Abadi Motor Makassar. Model penelitian yang digunakan yakni dengan metode observasi, wawancara, kusioner dan studi kepustakaan yang dilakukan secara sistematik berdasarkan tujuan penelitian. Metode analisis yang digunakan adalah metode regresi. Kemudian menggunakan uji F untuk mengetahui variabel brand image (corporate image, user image dan product image) secara simultan berpengaruh terhadap keputusan pembelian motor scuter matic Yamaha dan uji t untuk mengetahui variabel brand image corporate image, user image dan product image) yang lebih dominan berpengaruh terhadap keputusan pembelian motor scuter matic Yamaha. Hasil penelitian menunjukkan bahwa variabel brand image (corporate image, user image dan product image) secara simultan berpengaruh terhadap keputusan pembelian motor scuter matic Yamaha. Dari variabel brand image (corporate image, user image dan product image), ternyata variabel product image yang lebih dominan berpengaruh terhadap keputusan pembelian motor scuter.

A Study of Brand Green Image in Relation to Eco-Branding of Fashion Products

2017 ◽  
Vol 866 ◽  
pp. 448-451 ◽  
Author(s):  
Chi Wai Kan ◽  
Cheby Yuen Ting Chow ◽  
Chamlong Sarikanon ◽  
Rattanaphol Mongkholrattanasit
Keyword(s):  
Linear Relationship ◽  
Brand Image ◽  
Vital Role ◽  
Consumer Trust ◽  
Branding Strategy ◽  
Fashion Products ◽  
Brand Reputation ◽  
Business Perspective ◽  
The Relationship

Eco-friendliness is the vital role of brand reputation in business perspective. Moreover, there is an increasing emphasis on branding and publicity to build brand image with consumer trust. It included strengthening sustainability in company, certifying claims made and presenting this to consumers by eco-branding and publicity. In this study, we examined the relationship between eco-branding and brand green image of fashion products and it was noted that they have linear relationship. This linear relationship between eco-branding and brand green image can not only demonstrate the importance of eco-branding strategy but also prove the consumers’ perception of sustainable consuming.

scholarly journals ANALISIS PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE OPPO

2020 ◽  
Vol 23 (1) ◽  
pp. 1-12
Author(s):  
Dian Rahmawaty ◽  
Adek Rilman Nur
Keyword(s):  
Logistic Regression ◽  
Product Quality ◽  
Random Sampling ◽  
Brand Image ◽  
Descriptive Analysis ◽  
Binary Logistic Regression ◽  
Telecommunications Industry ◽  
Corporate Image ◽  
Decision Variable ◽  
Purchasing Decision

The study was backed by the telecommunications industry with a rapid growing became a mirror of tight and the high need for information which is easily accessible by the public. This research aims to know the influence of the brand image and product quality of Oppo smartphone product purchases. This research was conducted against students STIE Haji Agus Salim Bukittinggi majoring in management. After a review of the literature, and the preparation of the hypothesis, the data collected through questionnaire method deployed to 77 people respondents by using random sampling method. Analysis of the method used is descriptive analysis with logistic regression with binary using data processing using SPSS 16.0 for windows ver. Then conducted the analysis with the data using the test of validity, reliability, descriptive variable analysis (TCR), binary logistic regression test, wald test, ekspetasi test, G and nagelkerke so obtained by the equation Y-9.689 0, 292X1 0, 169X2. The results showed that the brand image and product quality positively and significantly to the influential buying decision either by partial and simultaneous. The most influential variables on the purchasing decision is a brand image with a percentage of that factor and 0.292 least affect the purchasing decision variable is the corporate image is by percentage of 0.169. Penelitian ini dilatarbelakangi dengan  tumbuh pesatnya industri telekomunikasi yang menjadi cermin dari ketat dan tingginya kebutuhan akan  infomasi yang mudah diakses oleh masyarakat. Penelitian ini bertujuan untuk mengetahui pengaruh citra merek dan kualitas produk terhadap keputusan pembelian produk smartphone Oppo. Penelitian ini dilakukan terhadap mahasiswa STIE Haji Agus Salim Bukittinggi Jurusan Manajemen. Setelah dilakukan tinjauan pustaka, dan penyusunan hipotesis, data dikumpulkan melalui metode kuesioner yang disebar kepada 77 orang responden dengan menggunakan metode random sampling. Metode analisis  yang digunakan  adalah  analisis  deskriptif dengan menggunakan binary logistic regression dengan  pengolahan  data  menggunakan  SPSS  ver.16.0  for  windows. Kemudian dilakukan analisis  dengan  data  yang  ada  menggunakan  uji  validitas,  reliabilitas,  analisis deskriptif variabel (TCR), binary logistic regression , uji wald, uji G, uji ekspetasi dan nagelkerke sehingga didapatkan persamaan Y = -9,689+0,292X1+0,169X2. Hasil penelitian menunjukkan bahwa citra merek dan kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian baik secara parsial dan simultan. Variabel  yang  paling  berpengaruh besar terhadap keputusan pembelian adalah citra merek dengan presentase sebesar 0,292 dan faktor yang paling kecil mempengaruhi keputusan pembelian adalah variabel kualitas produk adalah dengan presentase sebesar 0,169.

Antecedents of Customer Loyalty and Word of Mouth: A Study on Consumer Durables in Emerging Economies

2021 ◽  
pp. 231971452110533
Author(s):  
Nischay Kumar Upamannyu ◽  
Sneha Rajput ◽  
S. S. Bhakar
Keyword(s):  
Emerging Economies ◽  
Customer Loyalty ◽  
Word Of Mouth ◽  
Brand Image ◽  
Corporate Image ◽  
Consumer Durables ◽  
Electronic Products ◽  
Loyal Customer ◽  
The Right ◽  
New Phenomena

In the era of Marketing 4.0, where customers and companies interact online as well as offline, an immense need to understand the actions and reactions of a potential customer is generated. The expectation of the customer is sure to rise in the time ahead. There are challenges for organizations to prove their sustainability with all this. Among all challenges, developing loyalty among customers remains foremost, keeping into consideration the supremacy of customer loyalty (CL) in influencing other customers by using word of mouth (WOM). Organizations strategically use many tools to maintain a positive WOM and its image, that is, corporate image (CI) and brand image (BI) lead the confrontation. This article reveals that people are very rational while buying durables. The customer evaluates the CI and BI differently to buy high-priced and low-priced electronic products, which is a price-sensitive industry. The finding indicates that CI and BI have a significant impact on CL and WOM in the case of both high-priced and low-priced products, with a strong distinction in their intensity. Organizations must understand the presence of variation, as a loyal customer is the right source of positive WOM. Furthermore, the contribution of gender towards CL, BI and WOM is not seen, but is present in CI. Thus, the study provides new phenomena for using CI and BI as marketing tools to improve CL and WOM.

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