The Effects of Mécénat on Corporate Brand Image

2016 ◽  
Vol 31 (2) ◽  
pp. 1
Author(s):  
Sung You Jun ◽  
Kyung Ho Kim ◽  
Ho-Taek Yi ◽  
Hye Kyung Park
Keyword(s):  
Brand Image ◽  
Corporate Brand

Diagnostics of the Corporate Brand Image as an Effective Way to the Formation of the Enterprise’s Positive PR-Factor

2021 ◽  
Author(s):  
Mykhailo Vedernikov ◽  
Maria Zelena ◽  
Lesia Volianska-Savchuk ◽  
Anastasiia Danilkova ◽  
Oksana Chernushkina ◽  
...  
Keyword(s):  
Brand Image ◽  
Corporate Brand

scholarly journals Projecting university brand image via satisfaction and behavioral response

2019 ◽  
Vol 23 (1) ◽  
pp. 47-68
Author(s):  
Sharifah Alwi ◽  
Norbani Che-Ha ◽  
Bang Nguyen ◽  
Ezlika M. Ghazali ◽  
Dilip M. Mutum ◽  
...  
Keyword(s):  
Conceptual Model ◽  
Behavioral Response ◽  
Brand Image ◽  
Brand Positioning ◽  
Corporate Brand ◽  
Content Type ◽  
The University ◽  
Malaysian Students ◽  
The Relationship ◽  
University Brand

Purpose This study attempts to ascertain the essential dimensions and components of university brand image, including the cognitive attributes (service/educational quality) and affective attributes (corporate brand image) of the university. Design/methodology/approach The study develops, explores and presents a student-consumer behavioral response model based on students’ experiences at university, exploring the relationship between these attributes with satisfaction and behavioral response [word-of-mouth (WOM)]. Findings Findings reveal that both branding aspects – brand experience and corporate brand image – follow a rational thought process first before an affective component is then taken into account, resulting in brand promise and loyalty. The study identifies several important cognitive brand image attributes and experiences that guide brand positioning for the Malaysian market, linking these to satisfaction and WOM. Research limitations/implications It was conducted in a single case-university and future research could replicate this in other schools/institutions. Cross-validation to other private institutions lies outside the scope of this study. Furthermore, although the study has identified specific attributes of university brands, they tend to be seen or interpreted as overall for both brand experiences and corporate brand image attributes because of the reflective nature of the construct, and also they tend to be seen as higher order rather than at individual levels. Further research is needed to analyze these dimensions using a quantitative approach at individual levels and testing the conceptual model as presented in the conceptual model. The study is focused on one Asian market (Malaysian students in X University) chosen for its potential growth in the future. Practical implications The present study contributes to the identification of specific students’ needs and attributes including courses and modules, reputable schools, the environment (e.g. campus – near to lecturer, international), helpful lecturers and the university location. Addressing the right brand attributes enhance and clarify the positioning aspect of the university brand, while simultaneously addressing the needs and wants of consumers. For example, by understanding the culture – consumer buying behavior within this setting, marketers or school administrators can identify exactly, which behaviors could be changed and by which mechanism i.e. talking to sponsors, and introducing activities to increase visibility/image in Malaysia. Interacting with sponsors can influence them toward sending students to X instead of to other universities in the UK. Originality/value The study contributes to theoretical knowledge in at least two different ways: by identifying possible corporate brand image attributes and experience that guide brand positioning (for the Malaysian market), and by exploring the relationship between these attributes and satisfaction and behavioral response (WOM) as proposed in the study’s conceptual framework. The study has identified the specific attributes that influence Malaysian students’ early interest in selecting X University via, for example, a recommendation from existing students at X, their sponsors, employers, the courses or modules X offers and location – in London. The study further revealed that corporate brand image attributes of business schools (cognitively and effectively) enhance corporate brand differentiation and positioning (Rauschnabel et al., 2016).

A Study on the Construction Method of Product Image of the Brand Enterprises

2011 ◽  
Vol 101-102 ◽  
pp. 178-181
Author(s):  
Fa Shen ◽  
Fa Ren Huo
Keyword(s):  
Brand Image ◽  
Development Trend ◽  
Construction Method ◽  
Image System ◽  
Corporate Brand ◽  
Research Status ◽  
Current Product ◽  
Product Image ◽  
Relationship Of

Combined with the current product image research status and development trend, based on the conception and relationship of the enterprise image and product image, we propose a method which is from different product image differentiation and the product image consistency to construct product image system and realize the consistency of the corporate brand image and product image expression.

Online corporate brand image, satisfaction and loyalty

2007 ◽  
Vol 16 (3) ◽  
pp. 119-144 ◽  
Author(s):  
Rui Vinhas Da Silva ◽  
Sharifah Faridah Syed Alwi
Keyword(s):  
Brand Image ◽  
Corporate Brand

Feasibility Study on Material Selection of Corporate Brand Image Design

2013 ◽  
Vol 706-708 ◽  
pp. 2083-2086
Author(s):  
Yan Meng ◽  
Li Zhang
Keyword(s):  
Sustainable Development ◽  
Environmental Protection ◽  
Feasibility Study ◽  
Brand Image ◽  
Material Selection ◽  
Resource Conservation ◽  
Corporate Brand ◽  
Green Materials ◽  
Depth Study ◽  
Selection Of

In the process of corporate brand image design, material selection is the first step of corporate brand image design and it shall obey the principle of environmental protection and resource conservation. Improvement of attention consciousness to green materials directly affects building of corporate brand image. From the angle of safety, in-depth study was done aimed at material application in corporate packaging and image wall; feasibility of its processing and implementation was discussed under the current technical conditions like property and functional structure of the materials to satisfy the limitation of sustainable development in the process of building brand image.

The roles of business partners in corporate brand image co-creation

2018 ◽  
Vol 27 (1) ◽  
pp. 29-40 ◽  
Author(s):  
Minna Törmälä ◽  
Saila Saraniemi
Keyword(s):  
Role Theory ◽  
Brand Image ◽  
Primary Source ◽  
Corporate Brand ◽  
Content Type ◽  
Image Construction ◽  
Business Partners ◽  
Stakeholder Perspective ◽  
Partner Relationships ◽  
Multi Stakeholder

Purpose This study aims to examine the roles of business partners in co-creating a corporate brand image. Design/methodology/approach The study adopts different business partners’ perspectives to analyse corporate brand co-creative actions through a case study within a business-to-business company (B2B SME) context. Interviews with the case company’s manager and key business partners were used as the primary source of empirical data. Findings The study suggests a typology of seven roles which business partners adopt in corporate brand image co-creation: co-innovator, co-marketer, brand specialist, knowledge provider, referee, intermediary and advocate. The study also highlights the management of co-creative relationships in corporate brand image co-creation in the context of business partners. Practical implications This study increases the understanding of the complexities and dynamics related to corporate brand image construction and helps managers size the potential of business partner relationships in corporate branding and manage co-creative brand partner relationships. Originality/value The roles are examined by applying a conceptual framework built by combining branding research in a novel way with the role theory. The study also provides a multi-stakeholder perspective to brand co-creation.

scholarly journals An exploratory Q study of corporate brand identity elements governing corporate brand image formation

2019 ◽  
Vol 18 (3) ◽  
pp. 119-141 ◽  
Author(s):  
C Le Roux ◽  
C Du Plessis
Keyword(s):  
Q Methodology ◽  
Brand Image ◽  
Theoretical Perspective ◽  
Image Formation ◽  
Corporate Identity ◽  
Brand Identity ◽  
Strategic Positioning ◽  
Corporate Brand ◽  
Corporate Brand Identity ◽  
Identity Elements

12Because of the growing demands on businesses to distinguish themselves from competitors, corporate brand identity and image are considered to be fundamental in enhancing the visibility and credibility of a business. This study identifi ed the perceptions of South African businesses across various industries of corporate brand identity elements that govern corporate brand image formation. In doing so, a theoretical perspective was adopted that borrows from both marketing communication and corporate communication theories. Firstly, the corporate brand identity elements deemed signifi cant in corporate brand image formation were identified from earlier literature and research. Secondly, Q methodology was used to categorise the variety and span of subjective opinion on those corporate identity elements deemed significant for corporate brand image formation. Finally, the dominant perceptions of the factors that govern corporate brand image formation were isolated through Q factor analysis. Seven richly diverse factors were derived, reflecting the most salient perceptions on the topic, namely trustworthiness of the brand, creative marketing, effective management and administration, stability through business innovation, customer satisfaction, effective integrated communication and strategic positioning of the brand.

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