Influence of Brand Orientation on the Performance of Daily Newspapers in Kenya

Abstract

Customer perception of brands has been of great interest to the organizations as more and more organizations embrace brand orientation whether knowingly or unknowingly. This leads to a more efficient system of work as there is greater coordination from top management to lower level management. The objective of the study was to establish the influence of brand orientation on the performance of daily newspapers in Kenya. The study used a descriptive cross-sectional survey design. This design was used to gather information on a population at a single point in time. Data was collected by use of questionnaires which were administered through drop and pick method. The population of interest comprised the 4 daily Newspapers in Kenya. The study used primary data that was collected using questionnaires. This data was then coded and analyzed with the aid of Statistical Packages for Social Sciences (SPSS). The data collected was analyzed by use of descriptive statistics such as mean scores and frequencies. The analysis involved descriptive statistics and the data was presented using tables. From the findings of the study, it showed that the daily newspapers have adopted the various measures of brand orientation in their strategy. These are practiced with different degrees of intensity but to a great extent. From the findings, it can be concluded that brand orientation influences the performance of Daily Newspapers to a large extent. The study recommends that daily newspapers should consciously and deliberately employ brand oriented strategies which can easily be implemented once they have been understood at all levels of the organization. The study recommends that for organizations to improve on their performance, they should work on improving the implementation of the brand orientation practices in order to fully maximize on the influences gained from being brand oriented.