Relationship between corporate identity elements and corporate image in Malaysian government-linked companies
Corporate identity as a management strategy has derived from the simple visual representation of an organisation to a more complex corporate strategy over the past thirty years. There is now considerable research to suggest that effective corporate identity management results in creating a positi...
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| Format: | Thesis |
| Language: | English |
| Published: |
2018
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| Subjects: | |
| Online Access: | http://psasir.upm.edu.my/id/eprint/83320/1/FBMK%202018%2094%20-%20ir.pdf |
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| Summary: | Corporate identity as a management strategy has derived from the simple visual
representation of an organisation to a more complex corporate strategy over the past
thirty years. There is now considerable research to suggest that effective corporate
identity management results in creating a positive image and simultaneously helps
organisational members to align their work with the organisation’s vision and
, at the same time there are many factors that contributing in the decision making solely
based on the corporate identity being implemented in the organization. For that reason,
the objective of this study is to identify the application of the seven elements at several
Government Linked Companies (GLCs) in Malaysia in terms of executive officers
and their relationship to corporate image. There are seven elements of corporate
identity management which is based on Melewar and Karaosmanoglu
(2006) are divided into namely corporate structure, corporate strategy, corporate
culture, corporate communication, corporate behaviour, corporate design and industry
identity. A total of 400 staff were involved as respondents in this descriptive study.
Questionnaires were used to carry out this survey based on voluntary sampling
method. The collected data was analysed using Descriptive Statistics and Multiple
Regression Test. Based on the findings of this study, it is found that the descriptive
analysis result for all of corporate identity elements and corporate image are at the
average level. The Multiple Regression Test shows that out of the seven elements of
Corporate Identity Management, only Management of Corporate Behaviour and
Management of Industry Identity that contribute to the changes in the Organisational
Corporate Image of the Government Linked Companies (GLCs). The result of this
research suggests that both the elements mentioned earlier are given attention in order
to improve the image of an organisation. |
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