利用する情報媒体と形成される企業イメージの関係

This study examined if the difference in information media created differences in the corporate image. Using a questionnaire survey, 112 university students were asked to evaluate images recalled by the information media they use and terms of evaluation from the names of three cellular phone carriers. The result revealed that consumers could be classified into some groups according to the features of information media they used. Although there was not much difference in the images according to the terms of evaluation used, the difference was considerable in the image evaluation of the matters recalled. Consumers have common corporate images apart from the matters recalled and obtain information from various media through these images.