Examination of the Corporate Image of Furniture Manufacturing Businesses From the Perspective of Commercial Films

Abstract

Corporate image represents the positive or negative perceptions of internal stakeholders and external stakeholders about the company. Corporate commercials have an important place in creating corporate image. Furniture manufacturing businesses need to have a good corporate image in order to compete in the global market. In this regard, the aim of this study is to examine the corporate images of furniture manufacturer businesses from the perspective of commercial films through personification analogies. The sample of the research consisted of corporate commercial films of 10 furniture manufacturers with dealership system in Turkey. The Corporate Character Scale developed by Davies et al. (2004), which measures the image evaluations of both internal and external stakeholders through personification, was used in the study. The images generally used in the commercial films of furniture manufacturing businesses have similar themes such as “Agreeableness”, “Chic” and “Enterprise”. In this context, it can be said that there is no different and remarkable image work in the context of commercial films among furniture manufacturing businesses.