The Effects of Corporate Brand Communication on Internal Publics: A Case of Kenya Commercial Bank

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dc.contributor.authorKuria, Nengapate Wairimu
dc.date.accessioned2024-10-11T07:08:49Z
dc.date.available2024-10-11T07:08:49Z
dc.date.issued2010-06
dc.descriptionMASTER OF ARTS in Communication
dc.description.abstractCorporate brand communication involves relaying the brand message to various publics. It looks at the brand as an entity with various aspects, namely, vision, mission, personality colors and logos or symbols. These aspects all need to be communicated to its various publics. However, many organizations focus their brand communication mainly on external publics and ignore the internal publics. This, results in a gap between the understanding internal publics have of the brand, and, the image external publics have of the brand. Therefore, the purpose of this study was to find out ways corporate brand communication to internal publics affects them. The researcher focused on three objectives. These sought to find out whether internal publics identified with the corporate brand based on their understanding of brand communication, how this translated into the culture and if this in turn aided in identification to the brand. The Vision-Culture-Image alignment model was used to show the need for consistent communication. The study focused on KCB bank and applied the survey method of research. The study targeted KCB branches in Nairobi. Out of these 35 branches, convenience sampling was used to select 4 branches (Prestige, Industrial Area, Sarit and KICC) within the Central Business District and its environs. Within these branches, questionnaires were administered to all front line personnel – customer advisors and tellers. The findings indicated that corporate brand communication is effective in building loyalty and commitment within an organization. Thus, when communicated and internalized by internal publics, it ensures a consistent message is relayed to the external publics.
dc.description.sponsorshipDaystar University, School of Communication
dc.identifier.citationKuria, N. W. (2010). The Effects of Corporate Brand Communication on Internal Publics: A Case of Kenya Commercial Bank. Daystar University, School of Communication
dc.identifier.urihttps://repository.daystar.ac.ke/handle/123456789/5354
dc.language.isoen
dc.publisherDaystar University, School of Communication
dc.subjectCorporate brand communicatio
dc.subjectKCB branches in Nairobi.
dc.subjectinternal publics
dc.titleThe Effects of Corporate Brand Communication on Internal Publics: A Case of Kenya Commercial Bank
dc.typeThesis

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