EXAMINATION OF THE CORPORATE IMAGE OF FURNITURE MANUFACTURING BUSINESSES FROM THE PERSPECTIVE OF COMMERCIAL FILMS

Corporate image represents the positive or negative perceptions of internal and external stakeholders about a company. Corporate commercials play an important role in creating a good corporate image, which is essential for furniture manufacturing businesses to compete in the global market. In this regard, the aim of this study is to examine the corporate image of different furniture manufacturing businesses from the perspective of commercial films through personification analogies. The sample of the research consisted of the corporate commercial films of 10 furniture manufacturers with dealership systems in Türkiye. The Corporate Character Scale developed by Davies et al. (2004), which measures the image evaluations of both internal and external stakeholders through personification, was used in the study. The visuals generally used in these commercials portray similar themes, such as “Agreeableness”, “Chic” and “Enterprise”. In this regard, it was observed that image-building practices in the commercials of furniture manufacturing businesses were neither distinctive nor remarkable.