Deck 9: Corporate Associations: Identity Traits and Corporate Image

Question 1

Which of the following techniques is the most useful when measuring corporate image in the eye of individual?

A)Range scale
B)Completion techniques
C)Semantic differential
D)Likert scale

Answer 1

Completion techniques

Question 2

Which of the following techniques is the most useful for longitudinal measurement of corporate image?

A)Semantic differential
B)Association techniques
C)Completion techniques
D)'Third person' technique

Answer 2

Semantic differential

Question 3

A set/composition of objective and subjective, correct and false perceptions, attitudes and experiences about a company is known as:

A)Corporate image
B)Corporate identity
C)Corporate reputation
D)Corporate identification

Answer 3

Corporate image

Question 4

Which of the following approaches to corporate image construction does a company follow when corporate image is constructed in accordance with public expectations in the specific sector?

A)Evolution approach
B)Inductive approach
C)Eclectic approach
D)Deductive approach

Question 5

Which of the following approaches is often used by companies with a long tradition?

A)Deductive approach
B)Inductive approach
C)Eclectic approach
D)Evolution approach

Question 6

Categories of attributes or traits that can be used to describe people and companies include:

A)Cognitive schemes
B)Cognitive scripts
C)Determinants of identity traits
D)Identity characteristics

Question 7

By measuring corporate image companies can:

A)Examine whether the image corresponds with the company's image in the eyes of management
B)Examine whether their messages are received according to consumer expectations
C)Examine whether their messages are received according to their expectations
D)Examine whether their messages are not received according to consumer expectations

Question 8

Which of the following approaches can be used for measuring corporate image?

A)Adjective cards
B)Projection techniques
C)Open questions
D)Structured questionnaires

Question 9

According to Boorstin's theory image is:

A)Real
B)Active
C)Passive
D)Synthetic