Corporate Image as an Impression Formation Process: Prioritizing Personal, Organizational, and Environmental Audience Factors
| Autor: | Sheryl L. Williams, Mary Anne Moffitt |
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| Rok vydání: | 1997 |
| Předmět: | |
| Zdroj: | Journal of Public Relations Research. 9:237-258 |
| ISSN: | 1532-754X 1062-726X |
| DOI: | 10.1207/s1532754xjprr0904_01 |
| Popis: | In contrast to established, long-held conclusions that corporate image is determined mostly by the organization, recent findings suggest that image is also determined by both environmental and personal factors of the audience member. Studies suggest, further, that these factors combine in novel ways as a part of an impression-formation process and produce an overall perceptually-based audience image. This study's purpose was to further explore the factors that make up an audience's perception of corporate image and any underlying structure of these individual factors. Further, the combined factors were tested for their relative influence in an overall positive or negative image(s) of the organization. A total sample of 427 respondents were contacted by telephone and responded to a questionnaire that required them to rate the relative influence of 11 sources of information found to be most important in influencing the public's corporate image of State Farm Insurance. These sources of influence were identif... |
| Databáze: | OpenAIRE |
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