Scale development and validation for measuring corporate brand associations

Mann, Bikram Jit Singh; Ghuman, Mandeep Kaur

doi:10.1057/bm.2013.22

Cited by 15 publications

(11 citation statements)

References 53 publications

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“…With respect to the image and reputation research in the banking sector, it was conducted using other methods, mainly attribute-based methods, including scales or item lists (Bravo et al, 2010, Wallace et al, 2013Mann & Ghuman, 2014). Reputation was most often measured on the basis of stakeholder expectations in line with the concept of social expectations (Berens & van Riel, 2004).…”

Section: Discussionmentioning

confidence: 99%

Relationship between corporate image and corporate reputation in Polish banking sector

Szwajca

2018

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Research background: Corporate reputation and image are two valuable intangible resources of the company, aimed at building its long-term competitive ad-vantage and market value. Although reputation and image are interrelated categories, they should not be identified with each other. The differences are not only in the definition and the character, but also in the mechanism of formation and tools to create these resources by the company. Image is a picture, perceptions and associations about the company in the minds of consumers, which may be created using the tools of PR and advertising in a relatively short period of time. Reputation is a review of the company and its activities, formulated by various stakeholder groups, on the basis of not only advertising, but also on the basis of the assessment of real activities of companies in the long term. Purpose of the article: The cognitive objective of the article is to point out the fundamental differences between reputation and image on the basis of the analysis of approaches and theoretical concepts. The practical objective is to make an attempt to identify the differences and relationships between reputation and image on the basis of empirical analysis, therefore the research was conducted in the Polish banking sector. Methods: In order to evaluate image and reputation, the survey method was used aimed at the customers of banks operating on the Polish market. Findings & Value added: Reputation and image are two separate, intangible assets that support each other and the company needs each of them to build its competitive advantage. The results of empirical study allowed formulating the thesis that the banks, whose reputation is rated better by the customers, also have a better and more coherent image in their minds.

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Section: Discussionmentioning

confidence: 99%

Relationship between corporate image and corporate reputation in Polish banking sector

Szwajca

2018

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“…Corporate associations have direct effect on behavioral intentions of consumers toward a company (Spears and Brown, 2006). Mann and Ghuman (2014) associations on seven dimensions that represent both "functional" and "emotional" aspects. These dimensions include "corporate ability and growth," "symbolic benefits," "perceived external prestige," "corporate ethics," "corporate social responsibility," "visual identity" and "corporate communications.…”

Section: Positive Relationship With Sourcementioning

confidence: 99%

E-mail viral marketing: modeling the determinants of creation of “viral infection”

Sharma

Kaur

2020

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Purpose The purpose of this paper is to identify factors influencing the opening and forwarding of commercial e-mails received directly from companies to further promote products via sharing by consumers to create viral infection. Design/methodology/approach The study is descriptive in nature and carried out in the country, India. A structural equation modeling technique was used to test the hypothesized relationships among the constructs pertaining to opening and forwarding of commercial e-mails. Findings The results indicate that mail opening intentions of the recipients are influenced by the perceived value of e-mail content and their positive relation with the sender, increasing the probability of further forwarding. However, relationships among consumers have a significant effect on intentions to forward the commercial e-mails. E-mails that arouse positive emotions in the minds of the receivers are forwarded. The study significantly contributes to literature with the findings that not only positive emotions additionally content leads to high arousal through positive emotions leading to viral infection. Practical implications The study has implications for marketers who are in the business of promoting their products through e-mails, need to redesign the message content to engender positivity and generate viral infection, which is the ultimate goal of viral marketing. Originality/value This study explains factors behind the creation of “viral infection” specifically with regard to commercial e-mails targeted to individuals with high networking potential.

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“…Similarly, some researchers define corporate brand image as the corporate associations, or the perceptions, inferences, and beliefs about a corporation (e.g. Mann & Ghuman, 2014;Martenson, 2007).…”

Section: Corporate Brand Imagementioning

confidence: 99%

The Images of Foreign Versus Domestic Retailer Brands in China: A Model of Corporate Brand Image and Store Image

Lin¹,

He²

2017

Advances in Chinese Brand Management

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Scale development and validation for measuring corporate brand associations

Cited by 15 publications

References 53 publications

Relationship between corporate image and corporate reputation in Polish banking sector

Relationship between corporate image and corporate reputation in Polish banking sector

E-mail viral marketing: modeling the determinants of creation of “viral infection”

The Images of Foreign Versus Domestic Retailer Brands in China: A Model of Corporate Brand Image and Store Image

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