WARA, HELEN UZEZI and Covenant University, Theses (2022) EMPLOYEE-BASED BRAND EQUITY AND PERCEIVED CORPORATE REPUTATION OF SELECTED PRIVATE UNIVERSITIES IN SOUTHERN NIGERIA. ["eprint_fieldopt_thesis_type_phd" not defined] thesis, COVENANT UNIVERSITY.
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Abstract
The choice of a private university for the financially capable parents/candidates from among the increasing number of private universities depends on the university's reputation. In a service-providing organisation like universities, the development of a strong brand and the sustenance of the institution’s brand is usually seen as the principal function of the marketing /sales department and corporate affairs unit in institutions. The employees of other departments are relegated in the drive for competitive advantage and corporate reputation. Against this background, this study investigated employee-based brand equity and perceived corporate reputation in selected private universities in Southern region of Nigeria. The study adopted the quantitative research method, using the questionnaire as research instrument. A total of 700 questionnaires (soft and hard copies) were administered to six private universities' academic and non-academic staff in the country's Southern region. The randomly selected respondents returned only 594 copies of the questionnaires. Data collected were analysed using the Structural Equation Model (SEM) specifically the Partial Least Square. The tested hypotheses revealed that information generation and knowledge dissemination both have a significant effect on financial performance. Brand commitment has a significant effect on vision and leadership. Similarly, the results also revealed that role clarity has a significant effect on social responsibility. Human factor has a significant effect on the workplace environment. Brand knowledge has a significant impact on products and services and openness (management support, organisational socialisation, employee attitude to job and employee involvement) has a significant effect on emotional appeal. The findings reveal that the employees’ perception of the universities corporate reputation affects their relationship with the institutions' external customers.Therefore, the study recommended that the managers of private universities establish a functional and sustainable feedback mechanism that facilitates employees’ reportage of experiences with the universities' external customers or stakeholders. Feedback generated should be utilised in decision–making processes and employees should be educated on the institution's brand promise, individual knowledge that has had a tremendous effect on employee performance should be institutionalised.
| Item Type: | Thesis (["eprint_fieldopt_thesis_type_phd" not defined]) |
|---|---|
| Uncontrolled Keywords: | Employee-Based Brand Equity, Corporate Reputation, Competitive advantage, Private universities |
| 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: | 27 Jan 2022 13:13 |
| Last Modified: | 27 Jan 2022 13:13 |
| URI: | http://eprints.covenantuniversity.edu.ng/id/eprint/15587 |
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