| dc.description.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. | en_US |
