10 papers analyzed
These studies suggest that corporate image is shaped by brand reputation, corporate social responsibility, and corporate citizenship, and can be managed through coordinated vision, marketing, strategy, and organizational culture, with significant influence on customer satisfaction and employment attractiveness.
Corporate image is a multifaceted concept that plays a crucial role in shaping public perception and influencing various stakeholders, including customers, employees, and investors. Understanding and managing corporate image involves recognizing the factors that contribute to its formation and devising strategies to enhance it.
Formation and Measurement of Corporate Image:
Corporate Image as a Marketing Asset:
Impact on Employment and Recruitment:
Customer Satisfaction:
Corporate Image and Country Image:
Corporate Style vs. Corporate Image:
Historical Perspective and Media Use:
Corporate image is a complex construct influenced by various internal and external factors. Effective management of corporate image involves understanding its formation, integrating it with corporate strategy, and leveraging it as a marketing asset. It significantly impacts customer satisfaction, employee recruitment, and even the perception of the corporation's country of origin. Historical and media strategies also play a vital role in shaping and communicating corporate image.
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