Corporate Image Advertising Research Articles

Trait-based Imitation of CSR: The Moderating Effect of Corporate Image Advertising

Trait-based Imitation of CSR: The Moderating Effect of Corporate Image Advertising

Corporate Image Advertising in the Banking Industry

Corporate image advertising seeks to improve the reputation of a business, rather than promoting products or services. This study presents a descriptive analysis of corporate image advertising in the banking industry. Advertising by major banks from 2012 to 2019 is examined by content, usage, and audience response. Six advertising themes are identified: corporate image/values, philanthropy, community, support for youth/education, environmental responsibility, and reparation. Public perception of the banking industry dramatically improved, from a net negative perception to a net positive perception. This improvement may be at least partially due to a heavy usage of corporate image advertising by major banks.

조직원의 심리적 주인 인식과 기업 이미지 형성에 대한 탐색적 고찰

본 연구는 조직원들의 심리적 주인의식과 기업 이미지 형성에 영향을 미치는 요인을 탐색하기 위해 철강 제조 기업에 근무하는 318명의 조직원들을 대상으로 설문 조사를 실시했다. 자사의 기업 이미지 광고에 대한 진정성 인식, 개인적 근무 요인(근무 유형, 근속 연수), 업무 관련한 만족도 요인(직무 만족, 사내 커뮤니케이션 만족) 등의 변인들이 자신들의 일터에 대한 주인의식 형성(심리적 소유 의식, 적극적 · 자발적 태도)과 이들이 지각하는 기업 이미지 형성에 어떤 영향력을 미치는지 파악했다. 본 연구에서 제시한 세 예측 변인이 해당 제조 기업에 대한 주인의식 형성과 기업 이미지 형성을 설명하는 데 공통적으로 유의미한 설명력을 갖는 것으로 나타났다. 구체적으로, 조직원이 접한 기업 이미지 광고에 대한 진정성 인식, 근무 유형과 사내 커뮤니케이션 만족도가 심리적 주인의식 형성과 기업 이미지 형성에 정적인 관계를 보여 주었다. 한편 근무에 관련한 변인과 기업 이미지 광고에 대한 진정성 인식 변인의 설명력을 비교한 결과, 기업이미지 광고에 대한 진정성 인식이 심리적 소유 의식과 조직에 대한 적극적 · 자발적 태도 형성에 가장 높은 설명력을 가진 변인으로 나타났으며 그다음으로는 현장직이라는 근무 유형이 높은 설명력을 보여 주었다. 기업 이미지 형성을 설명함에 있어서도 기업이미지 광고에 대한 진정성 인식 변인이 가장 영향력이 높은 것으로 나타났고 그 다음으로는 부서 간 의견 교환이나 업무 협조, 불만 표출 등의 사내 커뮤니케이션 만족도 변인이 중요한 변인으로 나타났다. 이러한 결과를 바탕으로 자사 기업 이미지 광고의 진정성이 담보된다면, 이러한 광고가 조직원들의 심리적 주인의식과 기업 이미지 형성에 긍정적인 영향력을 갖는다고 볼 수 있다.

Advertising corporate social responsibility initiatives to communicate corporate image

PurposeThe purpose of this paper is to develop a set of research propositions concerned with how the alignment between socially responsible corporate image and corporate identity might be enhanced through the reduction of scepticism by considering diagnostic dimensions of the corporate social responsibility (CSR) image advertising claim.Design/methodology/approachThe paper reviews corporate image advertising, the tool investigated for informing about the firm's CSR record, discusses the scepticism construct and theoretical explanations of why this communication approach might induce scepticism, considers extant empirical findings that lend support to these theories, and describes several elements of CSR advertising claims considered to be diagnostic and capable of inhibiting scepticism responses to CSR image advertisements among consumers. Research propositions are advanced and discussed.FindingsThe paper provides conceptual insights into reducing consumer scepticism toward CSR‐based corporate identity communicated via corporate image advertising.Research limitations/implicationsThe paper advances four research propositions, and proposes a method for testing these propositions.Practical implicationsThe paper acknowledges the increase in CSR‐based corporate image advertising, discusses why such communication approaches may be prone to consumer scepticism, and considers message elements to inhibit this persuasion‐eroding cognitive response.Originality/valueThis paper suggests a study to understand how corporate identity based on CSR achievements can be more persuasively communicated via CSR‐based corporate image advertising

Constructing a corporate social responsibility reputation using corporate image advertising

In the wake of recent major business collapses, and as a result of growing stakeholder expectations that firms make a contribution to society beyond economic benefits, such as products and profits, business is increasingly engaging in non-economic activities to meet these expectations. These non-economic programs include social and environmental initiatives, and demonstrate a firm’s commitment to corporate social responsibility (CSR). Corporate image advertising is increasingly being used to create the awareness of a firm’s CSR initiatives, and, in turn, preference for its products and brands. CSR-based corporate image advertising, however, is problematic. We discuss this marketing communication technique, and propose a research agenda to investigate the ability of two message variables, social topic information and social impact claim specificity, to influence the earliest stage of attitudinal development, cognitive responses. We focus, in particular, on the potentially corrosive cognitive response of scepticism, and suggest that these message variables are possibly able to inhibit the development of consumer scepticism and build a positive reputation.

Northboro Machine Tools Corporation

In mid-1992, Christine Olsen, the chief financial officer (CFO) of this large CAD/CAM equipment manufacturer, must decide on the magnitude of the firm's dividend payout. A subsidiary question is whether the firm should embark on a campaign of corporate-image advertising and change its corporate name to reflect its new outlook. The case serves as an omnibus review of the many practical aspects of the dividend decision, including (1) signaling effects, (2) clientele effects, and (3) finance and investment implications of increasing dividend payout.

A qualitative investigation of the responses of in-treatment and recovering heavy drinkers to alcohol advertising on New Zealand television

The debate over the influence of alcohol advertising on people's drinking behavior and attitudes is one that many countries have experienced as they decide how and to what degree alcohol advertising should be regulated. New Zealand policy makers examined the issue and made the decision to allow brand alcohol advertising on the electronic media for a trial period of two years, effective from February 1, 1992. This extended the already existing ability of alcohol companies to promote alcohol through sponsorship advertising and corporate image advertising. In an effort to contribute to the debate, a qualitative study of the responses to the advertising of people in treatment or in recovery from problems associated with heavy drinking was conducted in March 1994. This paper presents the results from that study. A review of the literature shows that few studies have examined the response to alcohol advertisements among those reporting alcohol-related problems. However, several studies that examined response to environmental alcohol-related stimuli suggested that people drinking heavily and experiencing problems related to their drinking, in contrast to lighter drinkers, are more responsive to them (Buck 1979; Mathew, Claghorn & Largen, 1979; Sobell et al., 1993). One study (Mathew et al., 1979) examined self-reported characteristics of craving and found that visual stimuli, including commercials for alcoholic beverages, can increase craving for alcohol. People in treatment for alcohol problems report diminished confidence in their ability to resist the urge to drink after viewing television programming that included alcohol scenes. The Sobell et al. (1993) study found that such programs can lessen the resolve of such people to remain abstinent. Although the results are equivocal with respect to advertising, the Sobell et al. (1993) study and that of Mathew et al. (1979) suggest that those who have experienced alcohol-related problems are influenced by alcohol-related visual cues. Fisher, however (1993, p. 145), contends that although the experimental evidence suggests that those who identify as having a problem with alcohol are more likely to be influenced by external cues, sensitivity to external cues does not generalize to advertising. In his view, the research of Sobell et al. (1993) suggests that these individuals recognize advertising as a special form of communication and counterargue to negate its persuasive appeal. Other research (Poulos, Hinson & Siegel, 1981) suggests that alcohol cues in television programs and commercials may act as conditioned stimuli for individuals with a significant drinking history and elicit behavioral (i.e., drinking) and cognitive (i.e., urges to drink alcohol) conditioned responses. Thus it is possible that drinking history may interact with exposure to alcohol cues in television programs or other mass media. The main aim of this project was to examine the response to alcohol advertising on television of people who identify as having experienced problems related to alcohol. The respondents were either in recovery or in treatment as a result of their alcohol use. Methodology Selection and contact of potential respondents Twenty-one respondents (9 women, 12 men) were interviewed face to face between late September and late October 1993. Of these, six women and five men described themselves as in recovery, and the other ten had received treatment for alcohol-related problems. Potential respondents in recovery were located by making contact with key persons in recovery support groups. These key persons were then asked to contact other support groups and also members of their own groups asking people to get in touch with the researcher if they agreed to be considered for participation. No more than two respondents were chosen from any one support group. All respondents had to be able to describe two alcohol advertisements they had seen on television. …

Advertising and the First Amendment: A Practical Test for Distinguishing Commercial Speech from Fully Protected Speech

Because of the substantially greater amount of regulation that is allowed under the First Amendment for commercial speech compared with fully protected speech, it is important to be able to distinguish between the two consistently, correctly, and simply. This task is complicated by the increasing merging of traditional product advertising and corporate image advertising. The author reviews what little guidance the Supreme Court and commentators have provided on making this distinction and then proposes a simple method for accomplishing this task. If people are likely to be influenced by the speech in their role as consumers of goods and services, the speech should be deemed commercial. If they are likely to be influenced in their capacity as members of the electorate, or in some other nonconsumer capacity, the speech should be considered fully protected. This model can be readily applied by marketing managers and is consistent with Supreme Court cases.

Advocacy Advertising—The American Experience

Many firms within the American business community have turned to image to improve their public credibility and respect. This advocacy advertising takes many forms and is often intended to counteract negative reports about business in the media. The author discusses the climate of corporate image advertising and cites specific steps that corporations may take to better inform the public while being socially responsive and responsible.