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

dc.contributor.authorVan Heerden, Neels, 1957-
dc.contributor.authorVan Heerden, Cornelius Hendrik, 1957-
dc.contributor.authorSchreuder, A.N.
dc.contributor.authorGouverneur, M.
dc.date.accessioned2009-10-28T06:15:11Z
dc.date.available2009-10-28T06:15:11Z
dc.date.issued2000-03
dc.description.abstractCurrent 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.en_US
dc.identifier.citationVan Heerden, CH, Schreuder, AN & Gouverneur, M 2000, 'Factors that determine the corporate image of South African fast food restaurants', South African Journal of Economic and Management Sciences, vol. 3, no. 1, pp. 125-142. [http://www.journals.co.za/ej/ejour_ecoman.html]en_US
dc.identifier.issn1015-8812
dc.identifier.urihttp://hdl.handle.net/2263/11616
dc.language.isoenen_US
dc.publisherFaculty of Economic and Management Sciences, University of Pretoriaen_US
dc.rightsFaculty of Economic and Management Sciences, University of Pretoriaen_US
dc.subjectVisual corporate identity cuesen
dc.subjectOperating practicesen
dc.subjectEmployee dimensionsen
dc.subjectBehavioural corporate identity cuesen
dc.subject.lcshCorporate imageen
dc.subject.lcshFast food restaurants -- Customer services -- South Africaen
dc.subject.lcshSmall business -- Managementen
dc.subject.lcshEmployees -- Rating ofen
dc.titleFactors that determine the corporate image of South African fast food restaurantsen_US
dc.typeArticleen_US

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