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GLOBRAND

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Cerrado

Relating Company Efforts to Consumer Perceptions A Contingency Framework

Global brands are among the most important intangible assets a company can have. According to the Interbrand/BusinessWeek Study (2004), the financial value of the top 100 global brands exceeds 1 trillion USD. Accordingly, many res... ver más

28/02/2011

SABANCI UNIVERSITY

75K€

Presupuesto del proyecto: 75K€

Líder del proyecto

SABANCI UNIVERSITESI No se ha especificado una descripción o un objeto social para esta compañía.

TRL 4-5

Fecha límite participación Sin fecha límite de participación.

Financiación concedida El organismo FP7 notifico la concesión del proyecto el día 2011-02-28 No tenemos la información de la convocatoria

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1 Participantes

SABANCI UNIVERSITY

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Líder del proyecto

SABANCI UNIVERSITESI No se ha especificado una descripción o un objeto social para esta compañía.

TRL 4-5

Presupuesto del proyecto 75K€

Fecha límite de participación Sin fecha límite de participación.

Descripción del proyecto Global brands are among the most important intangible assets a company can have. According to the Interbrand/BusinessWeek Study (2004), the financial value of the top 100 global brands exceeds 1 trillion USD. Accordingly, many researchers have investigated different aspects of branding and global branding. Dr. Tasoluk would like to investigate how a systems model of brand antecedents and consequences, proposed by Keller and Lehmann (2006) works in the context of global corporate brands. In theory, brand building starts with company actions, which cause consumers to hold perceptions about the brand. Consumer perceptions lead consumer actions and financial market impact. This research will investigate how company actions are related to consumer perceptions. The focal concept is corporate brand image. Investigating the relationships between the company efforts of setting a corporate image and consumer perceptions will provide information on the marginal impact of corporate communications actions on consumer perceptions of corporate image. Identifying what companies do at present will help to analyze the current situation and come up with suggestions for future. The international nature of the study will also be of great importance to the scholars and managers in identifying the differences across countries. Specifically, Dr. Tasoluk will investigate four related research questions: 1) Is there a consistent communications channels-image type match used by companies? Which channels (e.g., advertising, PR, endorsements, etc.) do corporations use in order to build which type of a corporate brand image (e.g., functional, emotional)? 2) Which channels are more effective and efficient to build which types of images in the minds of consumers? 3) Are there certain corporate associations that are perceived as being more favorable and that have a greater positive impact on consumer attitude towards the company? 4) How do these relationships vary across different countries?

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