Fig 4 - uploaded by Ryszard Kamiński
Content may be subject to copyright.
The structure of business entities' corporate image through behavioral marketing Source: Compiled by the authors.
Source publication
Nowadays, the development of an effective corporate image model is a topical issue. Under increasing competition in many economic spheres, forming the company’s reputation and meeting the growing needs of consumers are especially noteworthy. The purpose of the article is to develop a set of marketing measures that would contribute to the formation...
Contexts in source publication
Context 1
... image is formed according to five areas of behavioral marketing. Figure 4 shows the structure of corporate image of business entities. The image of business entities among customers is based on their vision of the unique characteristics that in their view products and services have: quality, design, service and discount system, price, the stated mission and strategy of the bank, as well as its corporate style. ...
Context 2
... are several areas of behavioral marketing: 1) in relation to employees; 2) in relation to clients; 3) in relation to suppliers; 4) in relation to shareholders; 5) in relation to intermediaries. Marketing activities of the organization deployed in these areas result in the shaping a multi-agent system of marketing actors (Inshakov, 2008, pp. 78). This system identifies the features of marketing behavior of the entities that are included in the system of complex multilevel communications with each other, finds out the environment for enhancing the innovation activity of the multi-agency system participants, explores the causes of the opportunism for innovation, and develops economic, organizational, and institutional mechanisms for overcoming (obtaining) opportunistic tendencies, etc. (Ovechkina, 2013). The image is formed according to five areas of behavioral marketing. Figure 4 shows the structure of corporate image of business entities. The image of business entities among customers is based on their vision of the unique characteristics that in their view products and services have: quality, design, service and discount system, price, the stated mission and strategy of the bank, as well as its corporate ...
Similar publications
The aim of this conceptual article is to propose a comprehensive model that explains the impact of different relational variables on tourists’ behavioral intention (i.e., revisit intention and recommendation intention) and the relationship between those relational variables. Based on the existing studies and findings, the proposed model is strongly...
Citations
... The relevance of behavioral economics has already been demonstrated in different contexts within marketing. Behavioral economics has been linked to financial services marketing (Chuah & Devlin, 2011), consumer behavior (Foxall & Sigurdsson, 2013;Foxall, 2017), consumer decision-making (Bertrand, Mullainathan & Shafir, 2006;Leiser & Azar, 2008), and even digital marketing (Krajnović, Sikirić & Bosna, 2018). Our aim is to extend the opportunities to link behavioral economics to marketing in the field of study-abroad decision-making. ...
Student mobility has grown substantially in the past decades. Study abroad opportunities provide long-lasting advantages for students but, at the same time, represent complex decisions for applicants, usually involving a high degree of uncertainty. This paper aims to obtain a deeper understanding of study-abroad decision-making in higher education by combining marketing and behavioral economics perspectives. The authors conducted in-depth interviews with North African scholarship holders and adapted the customer journey framework to a study abroad decision context. Three stages of the customer journey were considered: the pre-application stage, the application stage, and the post-admittance stage. Loss aversion, group identification, social norms, endowment effects, and priming, as core concepts from behavioral economics, were identified and enriched the practical implications of the customer journey framework. Higher education institutions may benefit from our findings when designing their communication and recruiting strategies.
... The corporate image communicates the organization's mission, the professionalism of its leadership, the caliber of its employees and its roles within the marketing environment on political landscape". Polinkevych (2018) in article says that "while creating a positive corporate image, business entities should take into account the five target segments, namely customers, suppliers, shareholders, employees and intermediaries. Moreover, it should be borne in mind that each of these subjects does not accept rationalist decisions, is an econ who places emphasis on spontaneity, emotionality. ...
Gela Mamuladze E-mail: mamuladze.gela@bsu.edu.ge Doctor of economics, Professor Batumi Shota Rustaveli State University Georgia, Batumi https://orcid.org/0000-0003-4194-7025 Nino Mamuladze E-mail: nino.mamuladze@bsu.edu.ge Doctor of Business Administration, assistant professor Batumi Shota Rustaveli State University Georgia, Batumi https://orcid.org/0000-0003-4159-5381 Abstract. In the modern global world, company’s image and the issues related to the image formation are among the most important task in business. This circumstance is especially relevant in the current period because the consumer has the opportunity to find out complete information about the brand in the shortest time, compare it with comparable products, and make a rational decision during the purchasing process. Image formation is not such an easy process therefore, giving appropriate attention from the company’s management is essential in order to establish a place in the market and gain a competitive advantage. The image determines the company’s position in the market, outlines from concurrent, attracts the attention of potential customers, and maintains loyal customers. The image of the company significantly impacts its sales. Based on the relevance of the presented issue, the purpose of our research was to study and investigate the necessary, facilitating, and hindering circumstances for the formation of the company’s image and to formulate relevant proposals. Methodology/approach. The research methodology is based on the specificity of the research object, subject, goals and objectives. The method of bibliographic research, the logical analysis of relevant materials and data collection, is studying and researching the issues. Also, its presented practical materials, which were obtained based on the interview method used in the research process. Research tasks. The main tasks and hypotheses of the research can be formulated as follows: identifying the public’s attitude towards the company’s image; identifying factors influencing the formation of a company’s image; and forming concrete issues about the research topic. Practical value / results. the presented findings can be used by different companies in the process of forming an effective, distinctive and competitive image. Originality and scientific novelty: the theoretical-practical aspects of the image are studied and ways to identify and eliminate problems related to its formation are proposed.
... Organizational image management theory stems from an individual perspective of image management and self-presentation notions, alluding to the steps required to establish, preserve, or even, re-establish a desirable image in the eyes of a firm's interest groups [86,87]. To enhance their likelihood of succeeding in the market, corporations are compelled to maintain a positive image among their clients [60,96,97]. The dilemma for corporations relies on being able to comprehend the volatility of the competitive landscape, as well as to adapt their image according to market flux, in a responsive manner [24,60,86]. ...
... The dilemma for corporations relies on being able to comprehend the volatility of the competitive landscape, as well as to adapt their image according to market flux, in a responsive manner [24,60,86]. Organizational image management is a dialectic process wherein the corporate image surges as a construct developed by the repeated interaction of a firm's both internal and external stakeholders [86,87,96]. Therefore, enterprises are faced with the need of proactively interacting with stakeholders following a dialogic schema to cultivate certain images and discourage others [86,87,118]. ...
... The concept of corporate image (CI) can be defined as the intended overall impression an organization has regarding its various stakeholders [24,96,103]. For instance, a company's corporate image is a very distinguishing trait in the eyes of both internal and external participants and their relationship with the entity in question [24,60,103]. ...
Green entrepreneurship proposes practices focused on mitigating environmental issues through innovation to harmonize economic success and ecological conservation. The proposed topic aims to determine the role of corporate social responsibility (CSR) and corporate image (CI) as plausible critical strategies in developing green entrepreneurialism to improve corporate performance and maintain a long-term competitive edge. A collection of academic evidence was carried out on CSR and CI in the positioning process of sustainable enterprises in various countries.KeywordsGreen entrepreneurshipSustainabilityCorporate social responsibilityGreen corporate imageGreenwashingGreen marketing
... The formation of an economic strategy should be based on a programmatic approach focused on the development of tasks for the relevant units. At the same time, it is important to indicate the sequence and terms of their implementation, as well as to pay attention to the company's resources [10]. ...
In the modern conditions of the development of the market economy, economic entities acquire new characteristics, become more flexible, oriented towards consumers of goods and services, and rely on the correct definition of the development strategy. Strategic management is the foundation of business in the 21st century.The article examines the problems of strategic planning and forecasting of the activities of enterprises in general and in the market of hotel and restaurant services. Among them we can include: the difference in the background forecast, the dependence of indicators on the human factor and the level of qualification of employees of the hotel and restaurant business, the lack of unified and reliable statistical information, and others.Based on the study of various approaches to the definition of the concepts of "strategy", "forecasting", "planning", etc., own definitions of such concepts as "strategy", "strategic planning of entrepreneurship", "strategic forecasting of entrepreneurship" are proposed, taking into account the specifics of running a hotel and restaurant business.A scheme for developing a hotel and restaurant business strategy is proposed. According to this scheme, all strategies, depending on their type, can be divided into three groups. The first group includes strategies, in the development of which only the planning process is used, the second group includes strategies, the distinguishing feature of which is the presence of only the forecasting process, and the third group includes strategies, the development of which includes the planning process and the forecasting process. In this, both strategic planning and strategic forecasting can be both a stage of strategy development and its final result.
... Several past studies reflected that sight cues and employee's CSR are the important dimensions of the CI (Foroudi et al., 2017;Pang et al., 2018). Sight cues and employee's CSR are very important incidents to enhance the CI of any organization (Demetriou et al., 2010;Foroudi et al., 2017;Hwang et al., 2016;Polinkevych and Kami nski, 2018;Vanhamme et al., 2012). However, there are very limited studies that investigated the The results of this study revealed that CSR and sight cues/stimuli have significant relation with the CI. ...
Purpose
The prime objective of this study is to examine the impact of sight cues and corporate social responsibility (CSR) activities of the Islamic banks on loyalty by improving the corporate image (CI) of the Islamic banks. This study also examines the mediating effect of a CI along with moderating impact of religion and collectivism on loyalty.
Design/methodology/approach
The data were obtained through the purposive sampling method by distributing questionnaires among the customers of Islamic banks. A total of 550 questionnaires were surveyed from six full-fledged commercial Islamic banks and eight Islamic windows of the commercial bank in Pakistan using variance-based structural equation modelling (partial least squares) to test the hypothesis.
Findings
The results of the study reflected that sight cues and CSR activities have a significant impact on CI and keeping the customer’s loyalty. Additionally, religion and collectivism also moderate the relationship between CI and loyalty.
Research limitations/implications
From a managerial perspective, the study finding exhibits the significant effect, both directly and indirectly, of religiosity on the loyalty intention of the customers of Islamic banks. Hence, persuading the client that the bank is in complete compliance with (Shariah) will forestall their clients switching to another bank.
Originality/value
This study is unique in its nature because it revealed the factors that lead to customer loyalty towards Islamic banks. The study found sight cues and CSR are the new indicators used to build CIs of Islamic banks.
... This assessment is dominated not only by quantitative parameters, but also by the problem of generally accepted risk to which it is exposed and which this insurance company is ready to take (Yermoshenko, 2016;Achkasova, 2019;Bakalova, 2020). An important element of insurance companies' business models is social responsibility and a marketing strategy (Horyslavets et al., 2018;Polinkevych & Kamiński, 2018). The description of business processes in the model is carried out using a system of rules. ...
Insurance companies form their own business models based on the interests of stakeholders. Changes in business models are due to the impact of COVID-19, deepening digitalization and customer orientation. Accordingly, the aim of the study is to systematize the approaches to business models of insurance companies using emerging market country (Ukraine) as an example, and to show the change in a business model according to the CANVAS approach under the influence pandemic. In accordance with the purpose of the study, business models of insurance companies were systematized and grouped into blocks: value-based, structural, complex, and strategic. The strategic block identifies strategic changes in the activities of insurance companies and reflects trends on the insurance market. With this in mind, business models of insurance companies should reflect the set of strategic decisions, their architecture, structure and facilitate the management of value creation operations on the insurance market. Business models have changed from traditional to innovative, hybrid and digital-oriented. The main changes in the business models of insurance companies are omnichannel communications, the launch of chatbots, Big Data, Mobile ID, Bank ID, online access to registers, Blockchain. The COVID-19 pandemic has led to a shift in business models towards socially responsible business and adherence to sustainable development goals.
... In simple terms, it is the mental image that comes to mind when you hear a company's name. The five target categories of customers, suppliers, shareholders, workers and intermediaries are considered important while developing a favorable corporate image for any entity (Meekaewkunchorn et al., 2021;Polinkevych & Kamiński, 2018;Kot & Brzezinski, 2015). Corporate image is related to Corporate Social Responsibility (CSR). ...
The purpose of this study is to investigate the entrepreneurial insight of purchase intention and co-developing behavior of organic food consumption in Thailand during the COVID-19 pandemic. The study is unique because it considers the management of changing lifestyle and eating habits of people occasioned by the increasing global health awareness brought about by the pandemic. The study has adopted the Stimuli-Organism-Response (SOR) paradigm to provide a conceptual model that incorporates corporate image and consumer engagement literature. The research used primary data collected from consumers in major cities across Thailand. The data was collected using a structured questionnaire. The hypotheses of the study were evaluated using Structural Equation Modeling (SEM). The findings of the study indicated that corporate image and corporate social responsibility have a strong influence on consumer trust. Corporate image and corporate social responsibility also have a positive and significant effect on personal values. Consumer trust and personal values were found to influence purchase intention significantly and positively, while purchase intention positively influenced co-developing behavior. Both consumer trust and personal values were found to positively mediate the relationship between corporate image, corporate social responsibility and purchase intention. The study recommended that business management should emphasize and cultivate a strong corporate image and corporate social responsibility image, which would increase customers' trust, their interactions, and interactions with the business, and the resultant purchase intention and co-developing behavior.
... In the context of the transition of national enterprises to the application of the methods of Industry 4.0, their management supports the process of developing and creating new and improved infrastructure [21]. The innovative activity of enterprises is influenced by many environmental, economic and social factors, including financial capacity [2,9,16], business behavioral models [6,12,14], social responsibility [5,7], digitalization [8,19], strategic priorities [1,11,15]. Accordingly, not only scientists but also managers of enterprises pay considerable attention to detailed analysis and research of prospects and problems of development of innovative activity. ...
... V. Trynchuk et al. (2019) identified the features of socialization of the organization of sustainable development based on the principles of corporate social responsibility, which is a tool to minimize the negative consequences of external business risks. О. Polinkevych and R. Kamiński (2018) outlined the impact of corporate image on behavioral marketing, noted the peculiarities of the formation of marketing risks and the feasibility of maintaining a corporate image to minimize these risks. ...
The purpose of the article is to identify approaches and tools for business
risk management in times of crises and pandemics for 3 risk groups. The
goal was achieved through the following methods: content analysis (for
summarizing the views on business risk management, grouping the main
types of risks into three groups, which allowed to develop models and
management systems), inductive reasoning (for the formation of subgroups
of business risk, systematization of the slogans of companies), expert
survey (for identifying trends in the development of corporate culture as a
tool for managing business risks). The formation of competitive systems
requires effective mechanisms for managing business risks, especially in
periods of crises and pandemics, which in modern conditions have become
more frequent and deepened. The authors suggested that crises and
pandemics trigger a mechanism of negative expectations, which further
worsens the business and narrows its competitive advantages. Choosing
the right model of behaviour allows businesses to make profits due to the
expansion of the market niche, the exit of competitors from the market,
increasing demand for goods and services due to limited market supply.
The authors proposed to divide all business risks into three groups (internal,
strategic, external) with a division into 12 subgroups according to the
criteria of developing systems and management models. The results of the
study show that a corporate culture is a key tool in managing internal
business risks, improving the management system is a tool to minimize
strategic risks, but business can only mitigate external risks
... Innovation activity writes Zhuk (1995, p. 40) is also considered as "a complex characteristic of small business innovation activity, which determines the degree of efficiency and intensity of actions for development, creation (or acquisition), development and introduction of new products, processes, organizational or marketing changes, as well as their timeliness, ability to mobilize innovation potential". That is, innovative activity characterizes not the end result of activity of the enterprise, but only its opportunities in sphere of development of innovations (Kaigorodova, Mustafina & Alyakina, 2018), , economic development (Polinkevych, 2016b;Achkasova, 2020;Danylkiv et al., 2020) and promotion on the market (Trynchuk, 2011;Horyslavets, Plonka & Trynchuk, 2018;Polinkevych & Kamiński, 2018), investment in education (Kaigorodova et al., 2017;Cwynar, 2019) and environmental protection (Grzebyk & Stec, 2015;Klapkiv et al., 2019;Trunina, Khovrak & Bilyk, 2020;Glonti et al., 2020). ...
The article examines the peculiarity, role and importance of small business in a market economy. The basic approaches to understanding the content of innovation activity of small business structures are presented. The opinions of different authors on the definitions of "innovation activity" and "innovation-active enterprise" are summarized. The scientific approach to the research of innovative activity of small business structures at the level of individual region due to the ABC-XYZ-analysis and matrix modeling. Based on the use of this method, calculations were made, which made it possible to draw conclusions on the management of innovative activity at small enterprises in the Lviv region. The integrated matrix of ABC and XYZ analysis of innovatively active small enterprises of Lviv region was built. Analyzing the results of the matrix, the leaders of innovative activity and the most effective leaders of small innovative enterprises in the region are identified. It is revealed that out of twenty-eight innovatively active small enterprises of the Lviv region only the Public JSC "Galichfarm", "San Garden" Subsidiaries, Agrotorg Trade and Manufacturing Company, LLC and Agropobutiailice Limited but low reliability. In particular, Additional Liability Company "Spring-West", "Domain-Printing" LLC and others are characterized by average sales volume of innovative products. It is determined that the following enterprises: "Safe Glass Factors" LLC, "Kormotech" LLC, "Snezhka-Ukraine" LLC and others have low sales of innovative products, low degree of reliability of predictions due to stochastic activity. Theoretical provisions and conclusions can be used to substantiate and implement decisions on state support for the development of small innovative business in the conditions of modernization of the Ukrainian economy, as well as contribute to the further scientific development of this topic. Positive experience gained by the region can be a potential example in the implementation of innovation policy in other regions of Ukraine in order to balance the level of their socioeconomic development.
