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dc.contributor.advisorTrueman, Myfanwy
dc.contributor.advisorFukukawa, Kyoko
dc.contributor.authorHolland, Annabelle J.M.
dc.date.accessioned2013-11-20T17:57:23Z
dc.date.available2013-11-20T17:57:23Z
dc.date.issued2013-11-20
dc.identifier.urihttp://hdl.handle.net/10454/5684
dc.description.abstractThis thesis examines the importance of employee perceptions of their organisation¿s visual corporate identity (VCI) particularly the symbolic ¿corporate logo¿. Employees¿ views of the logo reveal their perceptions of the organisation itself (Henderson and Cote 1998:15, Olins 1995:73) so are an important indicator of their positive or negative feelings towards their establishment. Previous research recognises the significance of employees¿ opinions, but has overlooked their perceptions of the VCI. In education, external marketing (including VCI) is of growing interest but there has been little concern with internal marketing. Methodology A mixed methods, sequential, explanatory case study into a UK independent school was undertaken. Quantitative data was obtained from questionnaires, distributed to the schools¿ employees and qualitative data from interviews; analysis reveals convergent and divergent findings.Findings The majority of the schools¿ employees consider the corporate colours and logo important, associate positive meanings with the logo and were proud to be linked to the school by wearing branded items. Employees felt affiliation for the logo and considered the VCI to be strong although responses differed depending upon gender, full or part-time employment, department, seniority and length-of-service. A new model has been developed, the IMP Test, that reveals the perceptions; the importance, meanings, and pride that employees attach to their VCI. Implications These findings reinforce and add to previous research of employee perceptions of their VCI (particularly in education) and it follows, towards their organisation. Utilising this approach, managers can gain a deeper understanding of employee perceptions which has implications for morale and motivation.en_US
dc.language.isoenen_US
dc.rights<a rel="license" href="http://creativecommons.org/licenses/by-nc-nd/3.0/"><img alt="Creative Commons License" style="border-width:0" src="http://i.creativecommons.org/l/by-nc-nd/3.0/88x31.png" /></a><br />The University of Bradford theses are licenced under a <a rel="license" href="http://creativecommons.org/licenses/by-nc-nd/3.0/">Creative Commons Licence</a>.eng
dc.subjectVisual corporate identityen_US
dc.subjectEmployees¿ perceptionsen_US
dc.subjectLogoen_US
dc.subjectSchoolen_US
dc.subjectEducationen_US
dc.subjectBrand loyaltyen_US
dc.subjectMotivationen_US
dc.subjectMoraleen_US
dc.titleVisual corporate identity and internal customer perceptions : Employee response to corporate colours and symbols in an education environment.en_US
dc.type.qualificationleveldoctoralen_US
dc.publisher.institutionUniversity of Bradfordeng
dc.publisher.departmentSchool of Managementen_US
dc.typeThesiseng
dc.type.qualificationnamePhDen_US
dc.date.awarded2012
refterms.dateFOA2018-07-19T12:09:05Z


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