CORPORATE BRAND IDENTITY MANAGEMENT AND ORGANISATIONAL PERFORMANCE AMONG SELECTED HIGHER EDUCATIONAL INSTITUTIONS IN SOUTH WEST NIGERIA

ADEBAYO, OLUFUNKE PATRICIA and Covenant University, Theses (2017) CORPORATE BRAND IDENTITY MANAGEMENT AND ORGANISATIONAL PERFORMANCE AMONG SELECTED HIGHER EDUCATIONAL INSTITUTIONS IN SOUTH WEST NIGERIA. Masters thesis, COVENANT UNIVERSITY.

PDF Download (377Kb)

Abstract

Currently, brain drain or academic flight in Nigeria is at increase and seems to affect every sector of the economy. In the developing nations, the mobility of human capital is a common occurrence and Nigeria accounts for the highest number of this migration in Africa. The Nigerian University system suffered the worst hit from this consistent brain drain of its proficient faculty and staff members, as the system is unable to retain sufficient faculties, which constitutes the foundation for development and growth of any academic institution. Moreover, the basic factors that facilitate this mass exodus of workforce can be built into our University system to reduce to the barest minimum this threat. The overall objective of this study therefore, is to examine corporate brand identity management and organisational performance among higher educational institutions in south western Nigeria. The stratified random sampling technique was used to select respondents from the selected institutions. A well- structured self-administered questionnaire was used as the main tool for data collection. The population of the study was 3234 and based on Krejcie and Morgan Research Sample size table, 356 questionnaires were administered randomly to faculties and staff drawn from a private and Federal University, while 334 copies of the questionnaires were valid and retrieved which shows 93.82% rate of response used for the analysis. Statistical Packages for Social Sciences (SPSS version 23) was used to analyse the Data collated using regression and correlation analysis. Findings from the study showed that, there is a relationship between Human resource initiatives and employees‘ affective commitment at (r=0.745 and R2= .555) which implies that, Human resource initiatives accounts for 55.5% of variation on employees‘ affective commitment. The study recommended that the strategic management should ensure appropriate corporate brand identity management strategies (Human Resource Initiatives, Corporate Visual, Identity, Advertising/On-line Marketing, Employee/Client Focus, and Brand Personality) that will enhance the corporate brand of their organization. Also in driving the overall performance of the brand, organisations are to be mindful of building the right brand image which ensures the development of cross-functional ties between the marketing and publicity department in conjunction with the human resource department to foster the corporate brand

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Corporate brand identity, Brand management, Higher education institution, Organisational performance, Branding, Organisation
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User:	Mrs Hannah Akinwumi
Date Deposited:	17 Mar 2020 13:46
Last Modified:	17 Mar 2020 13:46
URI:	http://eprints.covenantuniversity.edu.ng/id/eprint/13214

Actions (login required)

View Item