ADEBAYO, OLUFUNKE PATRICIA and Kehinde, O.J. and Ogunnaike, O.O. and Olaoye, Olusegun Peter and Adesanya, Oluwatoyin D, (2019) CORPORATE BRAND IDENTITY AND SERVICE QUALITY IN HIGHER EDUCATION MANAGEMENT. POLISH JOURNAL OF MANAGEMENT STUDIES, 20 (2).
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Abstract
Corporate brand identity brings businesses within the marketplace into the limelight by making the organisations appealing to investors, stimulating the distinctiveness of the services and products from other competitors, and ensuring continuous relevance in the corporate world. As a result, many organisations strive for a distinct and identifiable identity. This study investigates the effects of corporate brand identity on service quality in selected higher educational institutions. It explores the possible effects of online marketing on service quality and determines the influence of corporate visual identity on brand performance. A federal and a private university in Nigeria have been selected for this study and 356 copies of questionnaire are administered randomly to members of faculty and staff of these universities. 334 copies of the questionnaire are valid at 93.82% response rate, and these are used for the analysis. The findings indicate that the top management of organisations should ensure the adoption of corporate brand identity management for resilience in their performance.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Corporate Brand Identity, Service Quality; Online Advertising, Corporate Virtual Identity, Higher Educational Institution |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | nwokealisi |
| Date Deposited: | 09 Nov 2023 10:36 |
| Last Modified: | 09 Nov 2023 10:36 |
| URI: | http://eprints.covenantuniversity.edu.ng/id/eprint/17534 |
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