The Relationship between the Perceived Public Relations Media and Corporation Image-A Consumer’s Perspective

• Main Authors: Chieh-Yu Wang, 王潔妤
• Other Authors: Wen-Pin Su
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/59360359904373679987

碩士 === 亞洲大學 === 國際企業學系碩士班 === 96 === The competitive trend among modern corporations does not only seek profits. Currently, corporations have gradually placed more emphasis on maintaining and enhancing corporate images. A good corporate image can promote a competitive edge for a corporation and sustainable development. Therefore, one of the basic goals of corporations is to establish a good corporate image. The formation of good corporate image requires long term devotion of time and resources. In order to establish a good corporate image, corporations can use public relations media to transmit information to the public. Good use of public relations media can effectively enhance corporate images, and can also elevate positive feelings and trust of the public toward the corporation. This study seeks to explore the influence of public relations media on the establishment of corporate images. From the perspective of consumer perception, this study primarily explores the attitude of consumers regarding corporate images, and whether the corporate use of public relations media can effectively transmit signals to consumers and enhance consumers’ trust and support for corporations. This study used questionnaires in its methodology. 600 questionnaires were released, 579 valid questionnaires were retrieved, 21 questionnaires were invalid; the rate of valid retrieval was 96.5%. Statistical methods such as factor analysis, reliability analysis, one way ANOVA, and regression analysis are used for empirical analysis. Results of the empirical analysis are as follows: 1.“Education” and “occupation” in demographic variables show a significant difference in consumer perceptions. 2.“Language media,” “image media,” and “activity media” in public relations media show a significant difference in consumer trust of consumer perceptions. 3.“Textual media,” “image media,” and “activity media” of public relations media shows a significant difference in perceived feelings of consumer perception.