CORPORATE IMAGE AND BRAND PERFORMANCE OF KENYAN UNIVERSITIES

Abstract

The highly competitive arena of the higher education sector implies the need for a good corporate image. Corporate image is recognized in the literature to have a positive impact on customer loyalty and is also a great way of differentiating an organization from its competitors as well stimulating consumers purchase. The higher education sectors’ products and services are increasingly similar today hence the need for the institutions to devise strategies to differentiate their products. Literature acknowledges the role of corporate image as an asset, which could give an organization a chance to differentiate itself with hope of maximizing its market share, acquiring new customers retaining existing ones, as well as counteracting the competitors’ actions in order to ensure success and improved performance. Organizations in the service industry are in business of creating outstanding service experiences for their customers. The management of corporate image however, is not an easy one especially in the service industry given the intangibility nature of services. An organization’s proper management of its corporate image can add value to a firm in a variety ways. Conversely, a negative image can destroy an organization’s reputation and isolate their customers. Empirical study results on corporate image and brand performance relationship however report mixed findings hence the need for the current study. This study investigated the relationship between corporate image and brand performance of Kenyan Universities. Data for the study were collected using a semi-structured questionnaire. The findings of the study support the notion that corporate image impacts brand performance. This therefore implies that an organization that invests in brand marketing activities relating to corporate image should experience enhanced brand performance. The study’s contribution to the higher education sector is in terms of addition to the body of knowledge. It also provides policy and managerial implications. The study only covered Kenyan universities. A similar study could also be carried out in the future focusing on all universities. Future studies could also focus on other sectors other than the higher education sector.