Measuring Corporate Images

Riel, Cees B. M. van; Stroeker, Natasha E.; Maathuis, Onno

doi:10.1057/palgrave.crr.1540054

Cited by 53 publications

(24 citation statements)

References 6 publications

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“…Kitzinger (1986), Van Riel et al (1998), Wood, Griffiths, Derevensky, and Gupta (2002), however, also emphasize that the method may be time-consuming and demanding to respondents.…”

Section: Characteristicsmentioning

confidence: 94%

“…The method is specifically designed to identify groups of respondents whose overall attitudes are similar, and to closely examine the differences with respondents who have other views (Brown, 1996;Lecouteur & Delfabbro, 2001;Schlinger, 1969;Van Riel et al, 1998). Although segmentation techniques such as cluster analysis and discriminant analysis can be used for the same purposes with survey data, these analyses tend to be more complex and their interpretation is less straightforward.…”

Section: Characteristicsmentioning

confidence: 98%

“…A relevant research question is whether or not competing research methods are equally suitable for measuring image and whether they produce similar results. So far, only few researchers respond to this challenge (Van Riel, Stroeker, & Maathuis, 1998).…”

Section: Introductionmentioning

confidence: 99%

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Comparing two image research instruments: The Q-sort method versus the Likert attitude questionnaire

Klooster

Visser

Jong

2008

Food Quality and Preference

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a b s t r a c tDespite the attention for corporate, brand and product images, only few studies focus on methodological comparisons of image research methods. This article presents a comparison of two current instruments: the Q-sort method and a Likert attitude questionnaire. The study applies both methods to measure the image of beef, using the same assertions in similar samples of consumers. The two methods produce consistent results, but differ in the possibilities of data analysis and interpretation. An advantage of the Qsort method is that it offers straightforward insights in the underlying structure of image within audience segments. On the other hand, the Q-sort method does not give overall indications of an image, and limits occur for analyzing the relationships between image and other variables.

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“…Kitzinger (1986), Van Riel et al (1998), Wood, Griffiths, Derevensky, and Gupta (2002), however, also emphasize that the method may be time-consuming and demanding to respondents.…”

Section: Characteristicsmentioning

confidence: 94%

Section: Characteristicsmentioning

confidence: 98%

See 1 more Smart Citation

Comparing two image research instruments: The Q-sort method versus the Likert attitude questionnaire

Klooster

Visser

Jong

2008

Food Quality and Preference

View full text Add to dashboard Cite

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“…For example, although methods for measuring corporate image such as Q-sort or Kelly repertory grid techniques can generate rich qualitative results, they draw on informants external to the organization (e.g. Van Riel, Stroeker and Maathuis, 1998) and thus paint a picture of corporate identity from the outside in. Studies of organizational identification have often focused on designing or using existing measures of non-identity-specific constructs such as commitment, self-esteem, value congruence, citizenship behaviours or other related variables (e.g.…”

Section: Existing Empirical Work On Organizational Identitymentioning

confidence: 99%

Beyond Text: Constructing Organizational Identity Multimodally

Oliver

Röös

2007

British J of Management

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Organizational scholars have proposed a broad range of theoretical approaches to the study of organizational identity. However, empirical studies on the construct have relied on text-based organizational identity descriptions, with little exploration of multiple intelligences, emotions and individual/collective identity representations. In this paper, we briefly review the empirical literature on organizational identity, and propose a novel method for empirical study involving structured interventions in which management teams develop representations of the identities of their organizations using threedimensional construction toy materials. Our study has five main implications. By engaging in a method that draws on multiple intelligences, participants in this study generated multifaceted and innovative representations of the identities of their organizations. The object-mediated, playful nature of the method provided a safe context for emotional expression. Because it involved the collection of both individual and collective-level data, the technique led to collective constructions of highly varying degrees of 'sharedness'. Finally, the organizational identity representations integrated unconscious or 'tacit' understandings, which led to the enactment of organizational change.

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“…(Keller, 1993(Keller, , 2003 -3=very negative / +3=very positive The associations to be assessed come from a qualitative pre-test where 31 consumers were asked to consider the stimuli and to elicit free associations (Van Riel et al, 1998). In reaction to the environmental engagement, the brand association mostly cited was ecological.…”

Section: Favourability Of Associationsmentioning

confidence: 99%

Building brand equity with environmental communication: an empirical investigation in France

Benoît-Moreau

Parguel

2011

EuroMed Journal of Business

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PurposeUsing Keller's (1993Keller's ( , 2003 brand equity framework, this paper investigates the impact of the firm's environmental communication on brand equity, and specifically its impact on brand image, through the strength and favourability of brand environmental associations. Design/methodology/approachA between-subjects experimental design tests the hypotheses with a generalisable sample of 165 French consumers. FindingsEnvironmental communication positively influences the strength and favourability of brand environmental associations, therefore improving brand equity. Two moderators reinforce the impact of environmental communication on brand equity through the strength of brand environmental associations: the perceived congruence between the brand and the cause, and the perceived credibility of the claim. Practical implicationsIn the context of greater consumer pressure regarding business ethics, managers should favour environmental arguments in their corporate communication to improve brand image through societal associations. Doing so, they should focus their communication on causes that are congruent with their brands to facilitate brand equity building, and ensure they are credible when proclaiming these arguments.3 Originality/value of paper Despite existing research on corporate social responsibility (CSR), no studies focus on the specific impact of CSR communication on brand equity. This research provides initial empirical evidence about the positive effect of environmental claims on customer-based brand equity.

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Measuring Corporate Images

Cited by 53 publications

References 6 publications

Comparing two image research instruments: The Q-sort method versus the Likert attitude questionnaire

Comparing two image research instruments: The Q-sort method versus the Likert attitude questionnaire

Beyond Text: Constructing Organizational Identity Multimodally

Building brand equity with environmental communication: an empirical investigation in France

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