A new national study reveals that membership in a local chamber of commerce can significantly boost a business’s image among consumers, according to results released by the American Chamber of Commerce Executives (ACCE).

In a survey of 2,000 American adults, the Schapiro Group, an Atlanta-based strategic consulting firm, found positive perceptions of chamber members in a number of areas, including overall favorability, consumer awareness and reputation, and likelihood of future patronage.

The study, commissioned by the ACCE, IBM, Administaff, Small Business Network, Inc. and Market Street Services, showed that when respondents were told that a particular small business was a member of its local chamber, they were 44 percent more likely to rate it favorably than study respondents who were not told of the chamber affiliation. Respondents were also 63 percent more likely to want to purchase goods or services from a small business that is a chamber member.

“We are pleased that this independent research reinforces the value of Chattanooga Area Chamber membership,” said Tom Edd Wilson, president and CEO of the local Chamber. “Being associated with the Chamber attests to a company’s quality, commitment to continuing excellence and interest in serving the community.”

Wilson pointed out that to take advantage of the goodwill generated by the Chamber, a small business should not only join the Chamber and participate in its programs but also make sure consumers and other businesses are aware of its Chamber affiliation.

“That’s why we encourage our members to display their Chamber membership emblem prominently in their entry ways or other places customers frequent,” Wilson said.

Besides the plaque, the Chamber offers members a framed certificate to mark the opening of their business and a framed proclamation for the celebration of anniversaries.

“The ACCE study indicated that big businesses enjoy a positive impact from Chamber membership, as well,” Wilson said. “For example, when consumers believed that a restaurant chain was a member of the local chamber, they were 40 percent more likely to eat at the franchise in the future.”

ACCE President Mick Fleming said the study reinforces research done in 2005 about the perceived capacity of chambers to lead businesses and lead communities. “These new national findings point to even more direct benefits for companies willing to be stakeholders in their local chamber,” he said.

The study results were good news for chambers themselves, where 82 percent of respondents indicated that a local chamber of commerce “creates jobs and promotes economic development.”

“The message from this national study is as simple as it is ground-breaking,” said Jim Blasingame, small business expert and president of Small Business Network, Inc. “Join your local chamber, be an active participant in your chamber’s programs and be sure to let your customers and prospects know you’re a proud chamber supporter.”

The full study results are available on the ACCE website at www.acce.org/chamberstudy.aspx.