Corporate identity management practices, organizational characteristics, corporate image and brand performance of Kenyan Universities

Abstract

The broad objective of the study was to determine the influence of Corporate Identity Management (CIM) practices, Organizational Characteristics and Corporate Image on Brand Performance of Kenyan Universities. The specific objectives were to assess the influence of corporate identity management practices on brand performance of Kenyan universities; examine the effect of organizational characteristics on brand performance of Kenyan universities; determine the effect of corporate identity management practices on the corporate image of Kenyan universities; assess the influence of corporate image on brand performance of Kenyan universities; establish the influence of corporate image on the relationship between corporate identity management practices and Kenyan universities brand performance; determine the influence of organizational characteristics on the relationship between corporate identity management practices and brand performance of Kenyan universities lastly examine the joint effect of corporate identity management practices, organizational characteristics and corporate image on brand performance of all the 53 Kenyan universities. A descriptive cross-sectional survey was used. Primary data were collected from key informants using semi-structured questionnaires. Data were analyzed using descriptive statistics, inferential statistics and regression analysis. The results of the study revealed a statistically significant relationship between corporate identity management practices and brand performance which was mediated by Corporate Image and moderated by Organizational Characteristics. Similarly, the results revealed a statistically significant relationship between Organizational characteristics and brand performance. The results showed that CIM practices had a statistically significant relationship on corporate image. Corporate image also had a statistically significant influence on brand performance. The joint effect of the corporate identity management practices, organizational characteristics and corporate image was found to be greater than the effects of individual variables on brand performance. The study has made contribution to theory, policy and practice in relation to marketing and specifically on corporate identity management. The study recommends the need for universities to continuously manage their corporate identity and corporate image for positioning and differentiation within an increasingly crowded marketplace. The research was not without limitations. First is the scope of the study that was limited to Kenyan universities. Second is the reliance on key informants and on quantitative methods alone. Using quantitative research along with qualitative research such as focus group sessions and structured interviews could provide richer data and greatly support the research design and the findings. For future research, the study suggests focus on other sectors other than the higher education for results collaboration. Studies could also focus on students in the universities as well as lecturing staff other than key informants.