dc.contributor.author | Nyambok, Gloria A | |
dc.date.accessioned | 2013-05-12T12:05:46Z | |
dc.date.available | 2013-05-12T12:05:46Z | |
dc.date.issued | 2005-09 | |
dc.identifier.citation | MBA | en |
dc.identifier.uri | http://erepository.uonbi.ac.ke:8080/xmlui/handle/123456789/22529 | |
dc.description | Master of Business Administration (MBA) | en |
dc.description.abstract | The objective of branding is profit oriented and customer focused. It is a widely
accepted theory in marketing that a brand is owned by the external customer because
brand equity must be based partly on the values and aspirations of the external
customer in order for them to accept it.
It has been similarly argued that brand equity in a service organisation should also
partly reflect the values and aspirations of the employee or else they may not deliver
the brand in a convincing manner thus killing the brand.
There has been a recent fashion of employer branding where organisations market
themselves as attractive places to work, whilst encouraging employees to behave in
ways that support business strategy and values. They are trying to develop employees
who" live the brand" in order for them to act as company advocates and ultimately
impact positively on corporate values.
The attitudes and perceptions of the employees towards their work, the employer and
the customers is therefore key in ensuring that the brand promise is delivered by
employees. If a service organisation satisfies the wants and needs of its employees, it
will upgrade its capability of satisfying the wants and needs of its external customers.
In our study it was found that all the three banks generally have positive attitudes -. towards their work, are of the opinion that they have good relationships with their
customers and have a fairly positive perception of the employer ( and by extension the
mission and values.)
It was therefore established that from the case studies branding had little or no impact
on employees in the banking industry. | en |
dc.language.iso | en | en |
dc.publisher | University of Nairobi | en |
dc.title | The influence of branding on employee attitude and perceptions in the banking industry in Kenya a case study of four banks | en |
dc.type | Thesis | en |
local.publisher | School of Business, University of Nairobi | en |