Corporate image is formed on the basis of a first impression you get of a brand. First impressions are very stable and change only if there is a big change in experiencing the entity. Ad likeability is often part of creating a business image. In my dissertation, I was interested in how the likeability of the ad and its specific parts affect the image of the company. I checked the latter on the basis of a quantitative survey, which included 160 units. It turned out that the hypothesis was true and that the likeability of the corporate ad affects the image of the corporation. This was most evident in the case of the Hofer Corporation advertisement, which in a given regression model shows a statistically significant strong positive effect of the likeability of corporate advertising on Hofer's image.
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