Research Article
BibTex RIS Cite

The Effects of Corporate Image on Customers’ Behaviour Kemal ÇEK

Year 2016, , 101 - 128, 02.12.2016
https://doi.org/10.33203/mfy.312272

Abstract

This research seeks to investigate customer behaviour in relation

to corporate image and corporate reputation. Studies were

conducted amongst students within the School of Management at

the University of Southampton. The corporate image’s effects on

the customers’ behaviours are found to be significant. However,

the results have implied that there are other factors influencing the

customers’ behaviours such as price and quality. Companies need

to manage their images in order to be more successful.

References

  • Aaker, D. A. (1996) ‘Measuring brand equity across products and markets.’ California Management Review, Vol.38, No. 3, Pg. 102-20. Aaker, David A. and Keller, Kevin Lane (1990), “Consumer Evaluations of Brand Extensions”, Journal of Marketing,54,(January),pp.27-41 . Abd-El-Salam, E. M., Shawky, A. Y., El-Nahas, T. (2013) ‘The impact of corporate image and reputation on service quality, customer satisfaction and customer loyalty: testing the mediating role. Case analysis in an international service company’ The Business & Management Review, Vol.3 Number-2, January 2013. Ailawadi, K., Lehmann, D., and Neslin, S. (2003), “Revenue Premium as an Outcome Measure of Brand Equity,” Journal of Marketing, Vol. 67, No. 4, 1-17. Andreassen, T. W., Lindestad, B., (1998) “Customer loyalty and complex services: The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise”, International Journal of Service Industry Management, Vol. 9 Iss: 1, pp.7 – 23. Brace, I., (2008), Questionnaire Design: How to Plan, Structure and Write Survey Material for Effective Market Research (2ndEd.), Kogan Page: Philadelphia. Creswell, J. W., and Plano Clark, V. L., (2007), Designing and Conducting Mixed Methods Research, Sage Publications: California. Doney, P.M, & Cannon, J.P. (1997). An Examination of the nature of trust in buyer-seller relationships. Journal of Marketing, 61, 2, 35-51. Easterby-Smith, M., Thorpe, R. and Jackson, P. (2008) Management Research, 3rd Ed., UK, Sage Publications Ltd. Fombrun, C.J. (1996) `Reputation: Realizing Value from the Corporate Image’, Cambridge, MA: Harvard Business School Press. Fombrun, C. J. & Van Riel, C. (1998), The Reputational Landscape, in: Corporate Reputation Review, Vol. 1, pp. 5–14. http://reputationinstitute.com/ frames/crr/V01/Fombrun_Landscape.pdf Gaines-Ross, L. (1997) ‘Leveraging corporate equity’, paper presented at the Conference on Corporate Reputation, Image and Competitiveness, New York University. Grönroos, C. (1984). “A Service Quality Model and Its Marketing Implications.” European Journal of Marketing 18(4): 36-44. Gummesson, E. (1993). Quality Management in Service Organizations: An Interpretation of the Service Quality Phenomenon and a Synthesis of International Research, Interantional Service Quality Association.

Kurumsal İmaj’ın Firma ve Müşteriler Üzerindeki Etkileri

Year 2016, , 101 - 128, 02.12.2016
https://doi.org/10.33203/mfy.312272

Abstract

Bu çalışma, kurumsal imaj’ın müşteri davranışları üzerindeki

etkilerini öğrenci perspektifi ile incelemektedir. Araştırma, Southampton

Üniversitesi İşletme fakültesinde gerçekleştirilmiştir. Araştırma

sonuçları kurumsal imajın önemini ve müşteri davranışları

üzerindeli etkilerini doğrulamaktadır. Ancak, araştırma sonuçlarına göre fiyat ve kalite müşteri davranışları üzerinde daha etkin

bir rol oynamaktadır. Kurumsal imaj iyi yönetilmesi gereken bir

stratejik araçtır ve doğru bir yönetim firmaya katkı sağlamaktadır.

References

  • Aaker, D. A. (1996) ‘Measuring brand equity across products and markets.’ California Management Review, Vol.38, No. 3, Pg. 102-20. Aaker, David A. and Keller, Kevin Lane (1990), “Consumer Evaluations of Brand Extensions”, Journal of Marketing,54,(January),pp.27-41 . Abd-El-Salam, E. M., Shawky, A. Y., El-Nahas, T. (2013) ‘The impact of corporate image and reputation on service quality, customer satisfaction and customer loyalty: testing the mediating role. Case analysis in an international service company’ The Business & Management Review, Vol.3 Number-2, January 2013. Ailawadi, K., Lehmann, D., and Neslin, S. (2003), “Revenue Premium as an Outcome Measure of Brand Equity,” Journal of Marketing, Vol. 67, No. 4, 1-17. Andreassen, T. W., Lindestad, B., (1998) “Customer loyalty and complex services: The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise”, International Journal of Service Industry Management, Vol. 9 Iss: 1, pp.7 – 23. Brace, I., (2008), Questionnaire Design: How to Plan, Structure and Write Survey Material for Effective Market Research (2ndEd.), Kogan Page: Philadelphia. Creswell, J. W., and Plano Clark, V. L., (2007), Designing and Conducting Mixed Methods Research, Sage Publications: California. Doney, P.M, & Cannon, J.P. (1997). An Examination of the nature of trust in buyer-seller relationships. Journal of Marketing, 61, 2, 35-51. Easterby-Smith, M., Thorpe, R. and Jackson, P. (2008) Management Research, 3rd Ed., UK, Sage Publications Ltd. Fombrun, C.J. (1996) `Reputation: Realizing Value from the Corporate Image’, Cambridge, MA: Harvard Business School Press. Fombrun, C. J. & Van Riel, C. (1998), The Reputational Landscape, in: Corporate Reputation Review, Vol. 1, pp. 5–14. http://reputationinstitute.com/ frames/crr/V01/Fombrun_Landscape.pdf Gaines-Ross, L. (1997) ‘Leveraging corporate equity’, paper presented at the Conference on Corporate Reputation, Image and Competitiveness, New York University. Grönroos, C. (1984). “A Service Quality Model and Its Marketing Implications.” European Journal of Marketing 18(4): 36-44. Gummesson, E. (1993). Quality Management in Service Organizations: An Interpretation of the Service Quality Phenomenon and a Synthesis of International Research, Interantional Service Quality Association.
There are 1 citations in total.

Details

Journal Section Articles
Authors

Kemal Çek This is me

Publication Date December 2, 2016
Submission Date May 14, 2017
Published in Issue Year 2016

Cite

APA Çek, K. (2016). Kurumsal İmaj’ın Firma ve Müşteriler Üzerindeki Etkileri. Maliye Ve Finans Yazıları(106), 101-128. https://doi.org/10.33203/mfy.312272

Dergi özellikle maliye, finans ve bankacılık alanlarında faaliyet göstermektedir.