Corporate Brand Image: Antecedents, Mediating Role and Impact on Stakeholder Expectations

Abstract

Corporate identity and image are shaped by the entirety of perceptions of a variety of stakeholders, both existing and potential ones, such as customers, suppliers, employees, general public, opinion makers, and government officials. Our study is an empirical investigation of corporate brand image and impact on one such stakeholder group made up of prospective employees. A large multinational, a technical and scientific research firm, a major recruiter of graduates from campuses of reputable universities across the nation was chosen as the subject. This paper develops and tests a path model of the antecedent factors affecting corporate brand image and specific expectations that stakeholders may have of a corporate brand. Based on a thorough literature review, a corporate brand image model that treated as antecedents the four constructs, awareness of organisation’s products, perceptions about culture, personality of the focal firm, and general expectations was proposed. Specific expectations that respondents may have about working with the firm was modeled to be influenced by the corporate brand image of the firm surveyed and also by the mentioned four antecedent constructs. The model is fitted to empirical data obtained from a national sample of 368 respondents using LISREL 8.5 methodology, and strong support was found for five, partial support for two of the nine hypotheses tested. Substantial evidence can be seen for the mediating role of corporate brand image in shaping specific expectations that stakeholders have from the corporate brand. Practical significance and managerial implications for marketing investments and organisational performance are detailed.