Image firmy: současné přístupy
| Title in English | Corporate image: contemporary approaches |
|---|---|
| Authors | |
| Year of publication | 2000 |
| Type | Article in Periodical |
| Magazine / Source | Zprávy - Psychologický ústav AV ČR |
| MU Faculty or unit | |
| Citation | |
| Field | Psychology |
| Keywords | image; corporate image; consumer behavior; customer loyalty |
| Description | The paper looks into the question of current definitions of the term "corporate image" in marketing psychology. The definitions all agree in that it is an image in the consumers' mind that influences their pre-purchase as well as the post-purchase behaviour. Research into image focuses primarily on its role in relation to other factors impacting the above two phases of consumer behaviour, because good understanding of mutual relationships is important for the development and implementation of efficient marketing strategies. The research into such relationships, however, has been hampered by insufficiently "deep" theoretical and methodological grasp of image in contemporary psychological approaches. Topics dealt with by contemporary cognitive psychology might be possible sources of enrichment for this area. |