encourage shareholders to invest in a company, attract good staff, retain customers, increases profits and correlates with superior overall returns (Robert and Dowling, 2007). 4 Murray (2003) posits that corporate image builds strategic value for a company by granting it a competitive advantage over rivals. They do this by trying to outdo rivals in marketing new products, hiring the best job candidates and to show profitability. These make them gain image and good image can lead to higher sales. Martineau (2000) associated the image of an organization with the self-image of an individual customer, suggesting a model of how image affects patronage that people become customers where the image of the provider is similar to the image they have of themselves. Studies on corporate image have generally focused on the effect of advertising, corporate logo, brand preference or interaction with employees (Davies & Miles, 2000; Davies & Chun, 2002 and Chun and Davies, 2006). Kennedy, (2001) showed the effects company employees have on external image irrespective of what their employer might desire. Also, Bernstein, (2004) argued that the image the customer perceives cannot be separated from the reality of the customer’s experience. Worcester (1992) suggested four image categories: Product class image, Brand image, User image and Corporate image. His last category which is the corporate image is subcategorized as product image, customer relations, employer role and ethical image. Initially, image was regarded as an independent variable which drives corporate image, it was later regarded as a dependent variable, something that resulted from being a good employer, being seen as offering good service, being honest, reliable and dependent. Bromley (2003) defines image as the summary of the impressions or perceptions held by external stakeholders. Within this definition, self is taken into consideration from the position of the other” “a (Hatch and Schultz, 2000). Among external stakeholders, the main focus is on customers so that the image is defined not as what the company believes, but what customers believe or feel about the company from their experiences and observations. Bernstein (2004 also corroborate above submission that corporate image include the attitudes and feelings consumers have about the nature and underlying reality of the company or the result of how consumers perceive the firm. People seek cues in their relationships to guide them toward behavior that gains
encourage shareholders to invest in a company, attract good staff, retain customers, increases profits and correlates with superior overall returns (Robert and Dowling, 2007). 4 Murray (2003) posits that corporate image builds strategic value for a company by granting it a competitive advantage over rivals. They do this by trying to outdo rivals in marketing new products, hiring the best job candidates and to show profitability. These make them gain image and good image can lead to higher sales. Martineau (2000) associated the image of an organization with the self-image of an individual customer, suggesting a model of how image affects patronage that people become customers where the image of the provider is similar to the image they have of themselves. Studies on corporate image have generally focused on the effect of advertising, corporate logo, brand preference or interaction with employees (Davies & Miles, 2000; Davies & Chun, 2002 and Chun and Davies, 2006). Kennedy, (2001) showed the effects company employees have on external image irrespective of what their employer might desire. Also, Bernstein, (2004) argued that the image the customer perceives cannot be separated from the reality of the customer’s experience. Worcester (1992) suggested four image categories: Product class image, Brand image, User image and Corporate image. His last category which is the corporate image is subcategorized as product image, customer relations, employer role and ethical image. Initially, image was regarded as an independent variable which drives corporate image, it was later regarded as a dependent variable, something that resulted from being a good employer, being seen as offering good service, being honest, reliable and dependent. Bromley (2003) defines image as the summary of the impressions or perceptions held by external stakeholders. Within this definition, “a self is taken into consideration from the position of the other” (Hatch and Schultz, 2000). Among external stakeholders, the main focus is on customers so that the image is defined not as what the company believes, but what customers believe or feel about the company from their experiences and observations. Bernstein (2004 also corroborate above submission that corporate image include the attitudes and feelings consumers have about the nature and underlying reality of the company or the result of how consumers perceive the firm. People seek cues in their relationships to guide them toward behavior that gains
corporate%20image%20management.docx