The Impact Of Corporate Identity On Market Performance Of An Organization: A Study Of Mtn Nigeria, Port Harcourt, Rivers State

ABSTRACT

This study is on the impact of corporate identity on market performance of an organization. A study of MTN Nigeria, Port Harcourt, Rivers State. One of the problems addressed in this study was lack of clear identity and image which undermine all productive activities, reduce market growth and performance of the organization. The total population used is 340 (Three Hundred and Forty) which is made up of Administrative & Human Resource Officers, Customer Services and Marketing Development Officers and a sample size of 184 employees was randomly drawn from MTN Nigeria Port Harcourt, Rivers State. The personal interviews and questionnaire are as well analysed according. The research used chi-square (x2) statistics for testing hypothesis formulated. Findings showed an indication that there are means through which corporate identity is communicated which include nomenclature (business name), graphics, formal statements, architecture (buildings & factory layouts), interactions/events and feedback. The researcher recommends that every organization should endeavour to develop a positive image and reputation in the eyes of its stakeholders.