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You searched Library Catalogue - Author: Ooi, Li Hsien
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Call Number (WOU)
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SP CEMBA 2013 65
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Author
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Tan, Lee Hua
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Title
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The effective implementation of corporate branding by E-Mart / Tan Lee Hua
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Abstract
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Corporate branding has emerged to be of interest to many retailers including E-Mart to use corporate branding strategy for competitive advantage. It is hence crucial to identify E-Mart’s employees and customers’ acceptance and involvement which were aligned with E-Mart corporate branding strategy. This study would measure the four key variables identified namely core value, corporate communication, corporate social responsibility and corporate identity for the satisfaction of the employees and customers that led to the effective implementation of corporate branding by E-Mart. The research design used was quantitative method using survey questionnaires. The results shown that the four key variables identified were positively and significantly related to satisfaction. This study was limited to research based on the corporate perception of E-Mart’s employees and customers and has excluded its competitors which might give valuable determinant of the effective implementation of corporate branding by E-Mart. This study is expected to provide crucial information for retailers in the same industries as E-Mart to achieve success through corporate branding and to help them maximize the organizational performance as well as to achieve competitive advantage in the long term
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA).
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2013.
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Physical Description
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1 online resource (72 pages) : illustrations, text file, PDF.
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Subject
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Branding (Marketing ) -- Malaysia
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Subject
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Corporate image
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