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Image Identified : Alignment of the image perception for H.G.V. Hengelo; an association offering over 20 sports.

Nijhof, E. (2019) Image Identified : Alignment of the image perception for H.G.V. Hengelo; an association offering over 20 sports.

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Abstract:To create a good image, alignment of stakeholders’ image perception is important. This research investigates how stakeholders perceive or evaluate brand characteristics of H.G.V. and the extent to which these perceptions or evaluations differ between stakeholders. H.G.V. Hengelo is a sports association, accommodation around 700 members and offers over 20 different sports. Stakeholder groups for H.G.V. are their board and the staff, who contribute a great part to the organization, their members and people who are not a member. The perceived image and the desired identity of H.G.V. were identified by the four stakeholder groups, using brand characteristics. A Q-sort methodology was used to assess these. The measured brand personality dimensions included the happiness and youthfulness of H.G.V., the reliability of the association, if they have an adventurous nature, and how competent and accountable they are. Findings showed that the image of H.G.V. is already rather consistent across stakeholder groups. However, discrepancies exist between the board’s perceived image and the non-members’ perceived image, mainly for the dimension of adventure. This resulted in a recommendation for H.G.V. to tackle the lack of adventurous nature on their website. Furthermore, the consistent dimensions should be maintained, in order to establish an aligned image.
Item Type:Essay (Bachelor)
Clients:
H.G.V. Hengelo, Hengelo, The Netherlands
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies BSc (56615)
Link to this item:http://purl.utwente.nl/essays/78259
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