CORDIS
EU research results

CORDIS

English EN
Relating Company Efforts to Consumer Perceptions: A Contingency Framework

Relating Company Efforts to Consumer Perceptions: A Contingency Framework

Objective

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?
Leaflet | Map data © OpenStreetMap contributors, Credit: EC-GISCO, © EuroGeographics for the administrative boundaries

Coordinator

SABANCI UNIVERSITESI

Address

Orhanli Tuzla
34956 Istanbul

Turkey

Activity type

Higher or Secondary Education Establishments

EU Contribution

€ 75 000

Administrative Contact

Nilay U. Papila (Dr.)

Project information

Grant agreement ID: 209161

Status

Closed project

  • Start date

    1 March 2008

  • End date

    28 February 2011

Funded under:

FP7-PEOPLE

  • Overall budget:

    € 75 000

  • EU contribution

    € 75 000

Coordinated by:

SABANCI UNIVERSITESI

Turkey

This project is featured in...