Assessing The Perceptions Of Employees’ Internal Communication On Corporate Brand Performance: A Case Of Youth Enterprise Development Fund (Yedf)
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Date
2023-09
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School of Communication, Daystar University
Abstract
ABSTRACT
Internal communication has been used to advance various agenda of organizations across the globe. This study aimed to assess the employees’ internal communication on corporate brand performance: A case of Youth Enterprise Development Fund. The specific objectives of the study included; to investigate how peer to peer communication affect the corporate brand performance at Youth Enterprise Development Fund, to establish how communication between management and employees affects corporate brand performance at Youth Enterprise Development Fund and to determine how service charter affects corporate brand performance at Youth Enterprise Development Fund. The study involved the use of descriptive research designs. The target population of the study was 379 respondents from YEDF that resulted to a sample size of 114 respondents. Stratified sampling design was used to arrive at the needed sample size out of the target population. The study findings revealed peer to peer communication, management to employee communication and service charter influences corporate brand performance. The study recommended improvement of two-way communication, flexibility of communication structures, periodic adjustment of the service charter and increase budget of research and development to ensure effective internal communication for a better corporate brand performance at YEDF. Recommendation was also made that similar research be conducted in the private sector as well as studies in other forms of internal communication of brand performance. Such results will help in generalization and comparison regarding the variables.
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Gikonyo, A. W., (2023, Thesis). Assessing The Perceptions Of Employees’ Internal Communication On Corporate Brand Performance: A Case Of Youth Enterprise Development Fund (Yedf). School of Communication, Daystar University