Abstract:

Corporate image research, receiving increasing attention as companies see the need to assess the value of a good corporate reputation, is defined and put into perspective in the context of various "images" that inter-relate, including the product class image, the brand image, the user image, and the corporate image. Survey research findings are presented that illustrate cases where a good corporate image is of value, in work with consumers, and also with other publics of importance to a company. These may include shareholders, institutional investors, opinion leaders, potential employees, the "trade", and the company's own staff. Finally, the need for increased corporate image evaluation is suggested, especially as input to models that attempt to relate beliefs and behaviour.