<p>Studies show that product placement is becoming a more and more common method for companies to use when communicating with consumers. The results of this study can’t confirm nor deny that claim, but instead we offered the observation that as a communication method, product placement and TV-commercials are more similar than revealed at first glance.</p><p>Cars of the brand Ford appeared in seven out of the 50 motion pictures that made up the sample material in this study. In several instances the values that were communicated regarding the brand matched, completely or in large parts, the values communicated about the Ford brand in Ford’s own commercials.</p><p>This doesn’t hold true for all companies. The similarities between Ford’s commercials and Ford’s appearances in motion pictures were only found after disregarding several companies whose appearances on screen didn’t amount to more than a flash of their logotype or a passing mention of a brand name. Still, the possibility to use the appearance of brands in motion pictures in a way equal to the communicative effort that’s taking place in a commercial is very much a reality.</p>

Depuis toujours, l'image corporate (image de l'entreprise) joue un rôle important dans le succès de l'entreprise. C'est peut-être par son importance que l'image corporate fait l'objet d'un très grand nombre de recherches en marketing. Pourtant, force est de constater que la majorité des recherches étudient l'image corporate dans un contexte assez stable des entreprises. A notre connaissance, il n'y a pas encore de recherches qui portent attention à l'image corporate de l'entreprise en phase de transformation organisationnelle (TO).Partant de ce constat, cette recherche doctorale vise à combler cette lacune dans la littérature marketing en étudiant l'image corporate dans le contexte de transformation organisationnelle. Son objectif est de comprendre (1) quels sont les déterminants et conséquences de l'image de l'entreprise en TO? et (2) comment et dans quelle mesure la communication de l'entreprise sur ses actions de TO influence t- elle son image ?En nous basant sur le cadre de la théorie de l'attribution et les recherches sur l'influence des stimuli marketing sur le comportement du client, nous identifions les éléments permettant la construction d'un modèle intégrateur de l'image de l'entreprise en TO, qui tient compte des différents types de réponses du client, ainsi que le rôle de la connaissance objective du client et celui de la communication de l'entreprise. Ce modèle est transposé en une série de huit hypothèses testables.Pour avoir les données nécessaires servant au test des hypothèses de recherche, une enquête a été réalisée auprès des clients- entreprises du service d'envoi express (EMS) du groupe de télécommunications et de poste du Vietnam (VNPT). En effet, ce groupe fait actuellement des changements radicaux, ce qui est conforme à notre contexte de recherche. Les résultats d'analyse des données montrent que la TO peut faire évoluer l'image de l'entreprise et ceci via la compréhension cognitive et l'attitude du client envers la TO. Le rôle déterminant de la communication de l'entreprise sur sa TO est aussi mis en avant. En effet, celle-ci peut avoir un impact direct sur la connaissance objective que le client a sur la TO. Cette thèse nous amène également à confirmer le rôle stratégique de l'image corporate : elle influence fortement l'engagement du client dans sa relation avec l'entreprise. / Corporate image (company's image) plays an important role in the success of the company. Perhaps because of its importance, corporate image is the subject of a large number of academic and empirical studies in marketing. However, the majority of research has examined corporate image in the stable context of the firms. To our knowledge, there is still no research that draws attention to company's image in context of organizational transformation (OT).From this observation, this research seeks to fill this gap in marketing literature by examining corporate image in context of organizational transformation. Its goal is to understand (1) what are the determinants and consequences of corporate image in OT? and (2) how and to what extent does the company's communication about its OT influence corporate image?Based on attribution theory and research of influence of marketing stimuli on customer's behavior, we identify elements for constructing an integrated model of corporate image in context of OT that takes into account different types of customer's responses to OT, the role of customer's objective knowledge and firm's communications on its OT. This model is transposed into a series of eight testable hypotheses.For having necessary data used to test research hypotheses, a survey was conducted among client-firms of express mail service (EMS) of VNPT (Vietnam Posts and Telecommunications Group). Indeed, this group is currently taking radical changes, which is consistent with our research context. The results of analysis of data shows that the OT can lead to change corporate image and through customer's cognitive understanding and attitude towards the OT. The role of the company's communication on its OT is also highlighted. Indeed, it has a direct impact on customer's objective knowledge about supplier's OT. This argument also leads us to confirm strategic role of corporate image: it strongly influences customer's commitment in his relationship with the company.

Title: Impact of corporate identity activities on the image of ČEZ Basketball Nymburk Objectives: The goal of this thesis is to determine how Prague home games spectators perceive each corporate identity components of the club ČEZ Basketball Nymburk, subsequently to analyze overall club image in the eyes of the spectators and to determine problematic areas using questionnaire which is serving as a stimulus for suggestions and recommendations. Methods: In the thesis was used quantitative method of questionnaire survey to provide greater number of respondents. Respondents were questioned in writing and electronically. Important source of information were also interviews with the club management and spectators. For interpretation of gained data were used graphs and statistical functions arithmetic average, median, modus, skewness, kurtosis and standard deviation. Results: Marketing research has shown that spectators perceive image of the club ČEZ Basketball Nymburk rather positively. However, some problematic areas has crystalized in particular components of the corporate identity where the club management can implement changes to strengthen the identity and positive perception of the club. Keywords: marketing research, questionnaire, corporate identity, corporate image, basketball club

Purpose: The effects of deceptive advertising practices on customer loyalty towards mobileservice providers have been investigated empirically by this study. The main contribution ofthis study is to investigate the perceived deception-customer loyalty relationship under themoderating effect of corporate image and mediating effect of customer trust. The study is done in the context of Pakistan’s telecommunication sector.Existing literature is insufficient to explain perceived deception and customer loyalty relationship. We proposed a model to test and explain the interrelationship of deception,trust, loyalty and corporate image. Research Methodology: we have adopted quantitative research method, according to needof our study. A total sample of 232 respondents has been achieved with the help of selfadministeredquestionnaire. Measurement scale for perceived deception were taken fromChaouachi &amp; Rached (2012) and for corporate image, customer trust and customer loyaltyhave been found from Aydin &amp; Özer (2005). Analysis &amp; Findings: Descriptive and inferential statistical tools were used for analysis.Correlation analysis, simple and multiple regression analysis were conducted under theinferential statistical part. The findings have rejected the proposed hypothesis that perceiveddeception is negatively associated with customer trust and loyalty. We found customer trustas a mediator between perceived deception and customer loyalty while corporate imagemoderates the relationship between perceived deception and customer trust. Research Limitations: the study could not achieve highly representative sample of overallpopulation as Facebook was selected to conduct survey due to time constraint. Implications and future research: The study shows that deception in advertising perceivedby customer does not affect trust and loyalty in a negative way which suggests that there areadditional factor that can explain the relationship further. A comparative study withqualitative focus could be revealing in this context.

Made available in DSpace on 2015-03-05T18:25:04Z (GMT). No. of bitstreams: 0 Previous issue date: 11 / Nenhuma / O presente trabalho versa sobre as idiossincrasias que marcam as manifestações dos sujeitos em ambiente digital acerca de ações empresariais destinadas a reforço de imagem institucional, notadamente quando esta é trabalhada sob o mote de iniciativas de Responsabilidade Social. Seu ponto de partida localiza a força do pólo empresarial nas atuais dinâmicas sociais e constrói o conceito Responsabilidade Sociocomunicacional como balizador das divulgações institucionais com apelo social. Ao mirar as processualidades que envolvem as leituras que a recepção faz destas dinâmicas, a pesquisa optou por observar os sujeitos onde estes encontram suporte para indexar suas impressões de forma espontânea: a internet. O caso trabalhado foi o Projeto Criança Esperança da Rede Globo, mais especificamente sua discussão em comunidades temáticas do sistema online de rede social Orkut. As observações indicam a pertinência da valorização dos registros online de manifestações espontâneas para os estudos de recepção. O caso eleito pa / This dissertation discusses the idiosyncrasies of manifestations, on digital environments, about corporate strategies for reinforcement of institutional image, specially Social Responsibility Actions. To that end, it starts with a discussion of the centrality of businesses in contemporary social dynamics and proposes the concept of “Sociocomunicational Responsibility” to describe the specifics of social appealling corporate actions. Critical readings of such dynamics were observed on the internet, as in this environment individuals spontaneously register their impressions. The case studied was Rede Globo’s Projeto Criança Esperança, more specifically its discussion in thematic communities encountered in the social network service Orkut. Findings suggest the importance of spontaneously generated online data for reception studies. The case chosen led to the identification of (positive and negative) public criticism, as well as the perception, by the public, of a causal chain culminating on an institutional ans

Studies show that product placement is becoming a more and more common method for companies to use when communicating with consumers. The results of this study can’t confirm nor deny that claim, but instead we offered the observation that as a communication method, product placement and TV-commercials are more similar than revealed at first glance. Cars of the brand Ford appeared in seven out of the 50 motion pictures that made up the sample material in this study. In several instances the values that were communicated regarding the brand matched, completely or in large parts, the values communicated about the Ford brand in Ford’s own commercials. This doesn’t hold true for all companies. The similarities between Ford’s commercials and Ford’s appearances in motion pictures were only found after disregarding several companies whose appearances on screen didn’t amount to more than a flash of their logotype or a passing mention of a brand name. Still, the possibility to use the appearance of brands in motion pictures in a way equal to the communicative effort that’s taking place in a commercial is very much a reality.

Purpose: This study aims to investigate the conditions that prevail when companies put their marketing in social media with the purpose of creating a perception of the risks and opportunities it brings to businesses and ultimately how it may affect the corporate image and identity. Theories: The basis of the problem area are presented through a theoretical framework with the purpose of highlighting the notions of social media, communi- cation, marketing communication, groundswell, corporate identity and image. Methodology: To investigate the research questions this study adopted a qualitative approach in which the authors study the properties of a phenomenon in order to seek a deeper understanding of the problems we have presented. There is an exploratory approach to knowledge and the authors have chosen to conduct qualitative research interviews based upon three themes: driving forces, challenges and impacts. Conclusion: The study revealed that traditional models of communication are no longer applicable in social media. Companies are up for a challenge and must clarify their sole purpose when establishing communication in the social landscape. The general motivation for marketing in social media is making profit, however, building relationships is not a natural motive for most companies. The risks companies expe- rience is the exposure caused by social media and the study also reveals that this fear is firmly attached to their lack of knowledge of these new channels of communicat- ion and their primary areas of use which indicates that skilled employees plays a vi- tal role with their use of social media in their communication process. The results of this study contribute to an important part of the media and communication science research as it highlights and compares the components of the communication pro- cess in social media over traditional marketing communication.

Syfte: Huvudsyftet med denna studie är att få en förståelse för vilken roll ett företags identitet och image har för valet av profilreklam. Metod: Studien är baserad på en kvalitativ undersökning där en fallstudie har gjorts av två stycken företag/organisationer som är köpare av profilreklam samt deras profilföretag. En tvärsnittsstudie har sedan gjorts av mottagaren av profilreklam. Resultat: Ett företags identitet och image har stor betydelse för valet av profilreklam, framförallt företagets strategi, kultur, design och marknadskommunikation. Begränsningar: Studien har endast undersökt två svenska företag/organisationer och deras profilföretag om hur de arbetar med att ta fram profilreklam. Praktiska implikationer: Resultatet i studien kan användas för att ta fram profilreklam som syftar till att stärka ett företags image som varumärke. Originalitet: Många forskare har undersökt företags identitet och image samtidigt som många har undersökt profilreklam i olika aspekter men få studier har kombinerat dessa två och sett vilken betydelse ett företags identitet och image har för valet av profilreklam. Nyckelord: Företagsvarumärke, företagsidentitet, företagsimage, presentreklam, profilreklam, give-aways. / Objective: The main purpose of this study is to get an understanding of what purpose a corporate identity and image has for the choice of promotional products. Method: The study is based on a qualitative research and a case study has been made of two companies/organizations as buyers of promotional products and their profile companies. A cross-sectional study has been made of the receivers of promotional products. Results: A corporate identity and image have a big impact on the choice of promotional products, especially the company’s strategy, culture, design and market communication. Limitations: The study have only researched two Swedish companies/organizations and their profile companies on how they choice promotional products. Practical implications: The result in this study can be used to choose promotional products for the purpose to strengthen a company’s brand. Originality: Many researchers have studied corporate identity and image and many have studied promotional products in different aspects, but few have studied the combination of the two and looked at the meaning corporate identity and image has for the choice of promotional products. Keywords: Corporate brand, corporate identity, corporate image, promotional products, give-aways.

This study develops two researches to examine the influence of green concept on performance. The research I focuses on firm level. The research II focuses on consumer level. In the research I, the results show that (1) green learning-orientation is positively associated with proactive green innovation capability, (2) green learning-orientation is positively associated with firm performance, and (3) proactive green innovation capability is positively associated with firm performance. Thus, companies that are pioneers in green learning have the ability to enhance their innovation capability in terms of processes, products, and services and increase their performance. Additionally, proactive green innovation capability is also an important source of performance. In the research II, the results show that (1) green product quality is positively associated with green customer satisfaction and green customer loyalty; (2) green corporate image is positively associated with green customer satisfaction and green customer loyalty; and (3) green customer satisfaction is positively associated with green customer loyalty. The results indicate that green product quality can bring about green customer satisfaction and green customer loyalty. Additionally, green corporate image can contribute to green customer satisfaction and green customer loyalty.

Customer loyalty has been investigated in years, and its importance to corporate is understood by managers. The purpose of this paper is to find out what kinds of specific and concrete operational factors have an important impact on Chinese mobile telecom customer loyalty. Firstly, a model was established to represent the relationship between customer loyalty and its influencing factors (customer satisfaction, perceived quality, customer value, switching cost and corporate image). 11 specific and concrete operational factors were found according to Chinese mobile telecom industry which were never been studied by the pre-researchers. Secondly, a survey of questionnaire has been conducted which help to found out that the 9 factors (call quality, coverage of area, SMS quality, the convenience and reliability of Inquiring phone fee system, service quality of service center and hotline, rating price of given quality, customer’s worry of troubles after change cell phone number, social responsibility, advertisements about corporate image) have an important impact on customer loyalty on Chinese mobile telecom industry. Thirdly, separating these 9 factors into 3 groups through investigate the performance of customer loyalty in China Mobile. At last, some recommendations were given to China Mobile