| This study aims to examine how societal Marketing impact corporate image using the Corporate Image Management Model using Gabon National Woods Society as a case study.Specifically,the research intends to take a deep drive on the firm's outlook as determined by its identity,communication and demographic forces of its immediate society.Synthesizing the Corporate Image Management Model,the research employed a conceptual model linking the three aforesaid variables to corporate image.In so doing,two methods of test i.e.descriptive analysis and Latent Variable Path Analyses of Structural Equation Model(SEM)is used to analyze the interrelationship between the dependent and independent variables.As a company external analysis research,primary data collected questionnaires administered in via stratified sampling method to obtain the necessary information,whilst secondary data was collected from relevant publications from various journals and websites.The findings from the research show that corporate identity,corporate communication and demographic factors plays a key role in the formation of Corporate Image.The Latent Variable Path Analyses shows that corporate image increases by.45 for ever unit increase identity,and corporate image also increase by.40 for every unit increase in corporate communication.It also shows that age,gender,level of income and level of education affect corporate image by.55,.73,.65,and.45 per unit increase.The model goodness of fit indices showed that the model was a good fit at a p-value of.00For some researchers and other large companies who want to do business in Gabon in future.The research results of this paper may have some reference.On the one hand,it can enhance the value of the previous thesis and through image management for those enterprises that have already carried out business in Gabon.On the other hand,it can help companies that are ready to explore Gabonese market and to develop or adjust their business strategies. |
PDF Full Text Request