Original Research

Factors that determine the corporate image of South African fast food restaurants

C. N. van Heerden, A. N. Schreuder, M. Gouverneur
South African Journal of Economic and Management Sciences | Vol 3, No 1 | a2603 | DOI: https://doi.org/10.4102/sajems.v3i1.2603 | © 2018 C. N. van Heerden, A. N. Schreuder, M. Gouverneur | This work is licensed under CC Attribution 4.0
Submitted: 04 July 2018 | Published: 31 March 2000

About the author(s)

C. N. van Heerden, Department of Marketing and Communication Management, University of Pretoria, South Africa
A. N. Schreuder, Department of Marketing and Communication Management, University of Pretoria, South Africa
M. Gouverneur, Department of Marketing and Communication Management, University of Pretoria, South Africa

Full Text:

PDF (705KB)

Share this article

Bookmark and Share

Abstract

Current operating practices of small businesses indicate that more time is devoted to the cosmetic side of corporate identity than managing service delivery. The main argument pursued in this paper is based on the view that both visual and behavioural corporate identity cues create impressions in the minds of corporate publics to form an overall corporate image. A set of bipolar adjectives was therefore used to test various visual, behavioural and core product elements of restaurant corporate image. A key finding was made that the joint customer service and employee dimension, was rated as the most important factor in the choice of fast food restaurants, which confirms that corporate image is created by visual and behavioural identity.

Keywords

No related keywords in the metadata.

Metrics

Total abstract views: 27
Total article views: 8


Crossref Citations

No related citations found.