Corporate Image

Peter F. Hutton
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Peter F. Hutton: Market & Opinion Research International Ltd (MORI)

Chapter 4 in Survey Research for Managers, 1988, pp 63-106 from Palgrave Macmillan

Abstract: Summary Every company has a corporate image, whether it recognises it or not. It is the result of the interaction of a large number of factors, some of which the company can control, most of which it can only seek to influence. This image can be thought of as existing at four levels — socio-political and cultural, industry, company and product or brand-image level. Survey research is used to measure this image at each level among a variety of publics of importance. It is used to identify priorities for corporate communications, monitor change and evaluate the success of corporate communications programmes.

Keywords: Survey Research; Brand Image; Corporate Image; Advertising Campaign; Manager Figure (search for similar items in EconPapers)
Date: 1988
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DOI: 10.1007/978-1-349-06844-9_4

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