This 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.
| Identifer | oai:union.ndltd.org:BRADFORD/oai:bradscholars.brad.ac.uk:10454/5684 |
| Date | January 2012 |
| Creators | Holland, Annabelle J.M. |
| Contributors | Trueman, Myfanwy, Fukukawa, Kyoko |
| Publisher | University of Bradford, School of Management |
| Source Sets | Bradford Scholars |
| Language | English |
| Detected Language | English |
| Type | Thesis, doctoral, PhD |
| 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>. |
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