Re-Branding Corporate Image of Homestay in Malaysia From the Perspective of Consumer Cognitive and Behavioral Approach

Chapter Two; Litertaure Review
Definition of corporate image of Homestay in relationship with Cognitive and Behavioural apporach based on Marketing and Management theories.
Cognitive and Behavioural approach need to explain further as stated in the thoeretical/Conceptual Framework of the study.
The gap of the prevoius studies need to include at least 15 citations related to rebanding corporate image of Homestay wordwide and Malaysia.
Statement of the Problem is only for your reference so that you know the gap in the Literature Review to be presented.
“What are the perceptions of the Malaysian homestay customers about the corporate image of Homestay Businesses in Malaysia from a cognitive and behavioral perspective?” Need to be significance in the current situation in Malaysia. Any reliable data or argument from the previous writers or researchers to support the statement of the problem.

The 21st century presents a dynamic and competitive marketplace that requires firms to seek a competitive edge for them to remain productive, make profits, and sustain the business. In these ventures, maintaining a good reputation and developing a corporate image has become a vital consideration for businesses across all domains (Osa Igbaekemen 17). The corporate image refers to the overall impression that a customer gets following accumulated feelings, ideas, attitudes, and experiences with an enterprise or organization. It entails the memories that are transformed into positive or negative meanings, and the consumer can retrieve them whenever the name of the business or organization is mentioned or brought to an individual’s attention (Foroudi, Melewar, and Gupta 2270). Suggestively, it is the virtual link that an individual preserves after an experience with the business. The image can be described as the subjective knowledge, attitude or a combination of products’ characteristics that are not physical, but identify with the product on a personal level. The corporate image emerges from different aspects of an organization that include the organizational culture, ideologies, business name, reputation, pricing strategy, and the interaction that exists between the business and the customers. From this context, corporate image is the overall impression that the customer preserves in their mind. Due to the various interacting factors presented by an organization or business, there are multiple images that emerge. Resultantly, the service quality can be described in the context of physical quality, interactive quality, and corporate quality. Reviews suggest that corporate quality alludes to the image customers and potential customers attribute to a service provider. Additionally, compared to interactive and physical quality, the corporate quality is often perceived to be more stable over time (Huang et al. 72). Functional and technical qualities of the business have a significant influence on the perception of service quality, although they are moderated by the image held by the customer and potential customers towards the service provider. There is a consensus among scholars that corporate image is formulated from two components. The first entails the functional aspects, which are the tangible characteristics. These factors can be measured and evaluated to determine how the corporate image can be shaped to suit the organization or business. The other component is the emotional aspect, which includes the feelings, attitudes, and beliefs that an individual has towards the business or organization. Investigating the corporate image should take into account the sum of all the beliefs that a customer or potential customer has towards a particular business or organization (Caruana and Ewing 1105)…

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