dc.contributor.author | Waithaka, Tabitha W | |
dc.contributor.author | Kibera, Francis N | |
dc.contributor.author | Munyoki, Justus M | |
dc.date.accessioned | 2015-07-27T09:44:31Z | |
dc.date.available | 2015-07-27T09:44:31Z | |
dc.date.issued | 2015 | |
dc.identifier.citation | Waithaka, Tabitha W., Kibera, Francis N and Munyoki Justus M (2015).Corporate visual identity systems and brand performance of Kenyan UYniversities. DBA Africa management review 5(2); PP. 150-181 | en_US |
dc.identifier.uri | http://hdl.handle.net/11295/88913 | |
dc.description.abstract | There is a heightened interest towards corporate identity with organisations realising
that it is indispensable if they wish to create a competitive advantage in the global
environment in which they are operating in. Globalization of the higher education
sector implies that Kenyan universities need to market themselves in a climate of
competition that is not only local but global. They have to attract high quality students
and academic staff at an international level hence competition is no longer limited
within national borders.Faced with competition, universities are developing strategies
for competitiveness and survival such as management of corporate visual identity
systems in order to positively impact on their corporate image and performance.This
study investigated the relationship between corporate visual identity systems (CVIS)
and brand performance of Kenyan Universities. Data were collected from the
universities’ corporate affairs or public relations managers or their equivalent as the
key informants using a semi structured questionnaire. The results of the study revealed
direct effect of corporate visual identity systems on brand performance to be
statistically significant. The beta coefficient was 0.447 and this was highly statistically
significant (p-value=.000).This variable explained 41.1% of the variation in brand
performance. The empirical finding supports the notion that corporate visual identity
systems drive brand performance. Consequently, by investing in brand marketing
activities that span all the corporate visual identity facets, universities should experience
enhanced brand performance..The study has made contribution to theory, policy and
practice in corporate visual identity systems specifically in the higher education sector.
The study was limited to Kenyan universities. Replication of the study with all
universities being included could serve as a useful reference for future research. Future
studies could also focus on other sectors other than the higher education sector. | |
dc.language.iso | en | en_US |
dc.publisher | University of Nairobi | en_US |
dc.title | Corporate visual identity systems and brand performance of Kenyan Universities | en_US |
dc.type.material | en_US | en_US |