Halal fast food industry in malaysia

Harmonizing to Jefkins ( 1998 ) , there are five types of image, which are ( 1 ) mirror image – feeling foreigners have of the organisation, and it could be an semblance bred on desirous thought ) , ( 2 ) current image – image held by people outside the organisation, and it may be based on experience, or hapless information and apprehension ) , ( 3 ) wish image – desired image, or the image that direction wishes to achieves ) , ( 4 ) corporate image – image of organisation itself instead than of the merchandises or services, which possibly made up of things like company history, fiscal success and stableness, quality of production, export success, industrial dealingss and repute as an employer, societal duty and research record ) and, ( 5 ) multiple image – a figure of persons, subdivisions or other representatives can each make a peculiar image which does non conform to a unvarying image for the entire organisation.

Harmonizing to Nguyen and Leblanc ( 2001 ) , corporate image is related to the assorted physical and behavioral properties of the house, for case, concern name, architecture, assortment of merchandises or services, tradition, political orientation, and to the feeling of quality communicated by each individual interacting with the house ‘s clients. In precise, it is the consequence of an aggregative procedure by which the populace compares and contrasts the assorted properties of houses.

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Sauerhaft and Atkins ( 1989 ) defined corporate image as what people conjure up when they think of a company, which means that no affair how hard you try to picture your company as one thing, people frequently see something else, depending on their position. It is cited by Nguyen and Leblanc ( 2001 ) that a company does non project a alone image, but it may possess assorted images which differ harmonizing to a specific group, such as clients, employees, and stockholders, each of whom has different types of experiences and contacts with the company ( Dowling, 1986, 1988 ; Gray, 1986 ; Kotler, 1982 ) .

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One job in discoursing corporate image is the nomenclature as there is a deficiency of consensus sing the specific definitions and relationships among the assorted descriptive labels in usage, which frequently used interchangeably included corporate individuality, corporate personality, corporate civilization, house manner, corporate doctrine and ocular designation, ( Wilkinson and Balmer, 1996 ) , every bit good as repute ( Nguyen and Leblanc, 2001 ) .

Balmer ( 1995 ) defined the footings as followed: ( 1 ) Corporate individuality – the factors associating to the organisation which define what the organisation is. As such an organisation ‘s individuality is experienced through the entirety of signals emitted from the organisation including its merchandises, services and corporate actions, ( 2 ) Corporate image – the perceptual experience held of an organisation by an person or a group or groups, ( 3 ) Corporate personality – the distinguishable mix of civilizations present within an organisation and which underpins an organisation ‘s individuality.


Foremost, Kennedy ( 1977 ) stated that image has two chief constituents, which are functional and emotional, as cited by LeBlanc and Nguyen ( 1996 ) . The functional constituent is related to the touchable features that can be easy measured, while the emotional constituent is associated with the psychological dimensions that are displayed by feelings and attitudes towards a company. These feelings are derived from single experiences with a company and from the processing of information on the properties that constitute functional indexs of image. It is agreed by Martineau ( 1958 ) which implied that the shop image is outlined in the shopper ‘s head, partially by its functional qualities and the other portion, by an aura of psychological properties, as cited by Hassan, Nik Muhammad and Abu Bakar ( 2010 ) .

Different bookmans have identified different elements, features, or attributes that make up several important image dimensions for different types of organisation. For illustration, in the retail shop, several writers have identified dimensions. Lindquist ( 1974 ) found out nine image elements, which are ware, service, patronage, physical installations, comfort, publicity, shop ambiance, institutional and post dealing satisfaction. Doyle and Fenwick ( 1974 ) discovered merely five elements: merchandise, monetary value, mixture, titling and location. Bearden ( 1978 ) came up with seven features in explicating the shop image, which are monetary value, quality of ware, mixture, atmosphere, location, parking installations and friendly forces. The shop image constituents, which are monetary value, quality and atmosphere, have been partially adapted from Giraldi et.al. ( 2005 ) .

The survey conducted by Cacho-Elizondo and LoussaA?ef ( 2010 ) has found out five cardinal dimensions that seem to be best in depicting trade name image in relation to sustainable development actions, which are sympathy ( pleasant facet, empathy ) , innovativeness ( dynamic, advanced, different ) , human touch ( non-discriminatory, care about household health, homo ) , duty ( responsible, citizen, socially cognizant, choice SD-engaged providers, concerned, aspiration for tomorrow ) and timeserving behavior ( better image, net incomes ) . Sustainable development is linked to corporate societal resonsibilities, which has to be known as one of the effectual agencies in act uponing shop image ( Gupta and Pirsch, 2008 ) .

In the service-based organisations, LeBlanc and Nguyen ( 1996 ) suggested a corporate image dimension theoretical account, as shown in the below figure, which comprised of corporate individuality, repute, touchable cues, degree of service and contact forces. This theoretical account is chosen by research worker to be used in the survey of explicating the Islamic corporate image.

Corporate image is of import due to several principles. By understanding the corporate image, it can take to better purchase determinations for consumers and to better schemes for organisations. For case, clients ‘ backing behaviour towards a peculiar shop is depended on their image of that peculiar shop ( Osman, 1993 ) . The more favourable the shop image, the higher the valency of the shop clients ( Hassan, Nik Muhammad and Abu Bakar, 2010 ) , the more power in carrying the success of a new portion issue ( Jefkins, 1998 ) .

It is co-operated with a survey done by Hassan, Nik Muhammad and Abu Bakar ( 2010 ) , which has found out that shop image has both a direct consequence on backing and in modifying the impact of shopping orientation on consumer backing ; it besides connoted as client trueness.


The Islamic selling rules combine a value-maximization construct with the rule of justness for the wider public assistance of the society ( Hassan, Chachi and Abdul Latiff, 2008 ) .

Harmonizing to Syed Adwam Wafa, Mohd Hussain and Hanafiah ( 2005 ) , from the Islamic position, organisation image can be enhanced through three phases, which are sweetening of single image, work civilization and, sweetening of the organisation image itself.


Presents, measuring how SD activities could impact consumers ‘ perceptual experiences and their relationships with retail merchants is an of import issue to see in the retailing sector. Nevertheless, most research enterprises tend to follow a corporate position ( Konrad, Steurer, Langer & A ; Martinuzzi, 2006 ; Gupta & A ; Pirsch, 2008 ) instead than a consumer position. Among the surveies undertaken from a consumer position, Gupta and Pirsch have examined the effectivity of corporate societal duty programmes in act uponing shop image. These writers conclude that: “ a retail merchant ‘s ability to offer up-to-date merchandises and relevant choices in concurrence with their ability to make so in a socially responsible mode are both of import in finding consumer ‘s retail shop image and lending to the consumer ‘s overall degree of satisfaction and trueness toward the shop ” . ( Cacho-Elizondo & A ; LoussaA?ef, 2010 )

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