The relationship between corporate name, typography, colour, and and graphic design towards corporate image: a comparative study on two telecommunication companies in Malaysia

A corporate image is a strategic tool used to create positive feelings of organisation value, strength and quality in the minds of consumers through the corporate visual identity elements such as corporate name, typography, colour, and graphic design. However, previous studies have argued that there...

Full description

Saved in:

Bibliographic Details
Main Author:	Okechukwu, Worlu
Format:	Thesis
Language:	eng eng eng
Published:	2018
Subjects:	HF5549-5549.5 Personnel Management Employment
Online Access:	https://etd.uum.edu.my/9184/1/s816462_01.pdf https://etd.uum.edu.my/9184/2/s816462_02.pdf https://etd.uum.edu.my/9184/3/s816462_references.docx
Tags:	Add Tag No Tags, Be the first to tag this record!

id	my-uum-etd.9184
record_format	uketd_dc
spelling	my-uum-etd.91842022-03-28T06:25:28Z The relationship between corporate name, typography, colour, and and graphic design towards corporate image: a comparative study on two telecommunication companies in Malaysia 2018 Okechukwu, Worlu Mohd Rashid, Sabrina Shaari, Nassiriah Awang Had Salleh Graduate School of Arts & Sciences Awang Had Salleh Graduate School of Arts & Sciences HF5549-5549.5 Personnel Management. Employment A corporate image is a strategic tool used to create positive feelings of organisation value, strength and quality in the minds of consumers through the corporate visual identity elements such as corporate name, typography, colour, and graphic design. However, previous studies have argued that there is limited research on the relationship between these four elements towards the corporate image. Examining the relationship between the corporate name, typography, colour, and graphic design on the corporate image as a comparative study was the primary objective of this research. This study hypothesises that corporate name, typography, colour, and graphic design have a significant relationship with the corporate image. A quantitative research design was employed for this study. Self-selection technique was utilized to determine the sample unit. Online questionnaires through Facebook was used to collect data from 205 respondents of Maxis consumers and 200 respondents of DiGi consumers. A seven-point Likert scale was used to measure the research items. SPSS 20.0 was used to analyse and compare the findings. The results revealed that the corporate name, typography, colour, and graphic design statistically relates with corporate image of Maxis and DiGi mobile phone service provider. The findings support the predicted hypothesis. The Maxis corporate name, typography, colour, and graphic design were shown to have a higher impact on the corporate image compared to the DiGi corporate name, typography, colour, and graphic design impact on the corporate image. The significant findings support attribution theory and contribute theoretically to academic knowledge enhancements regarding corporate visual identity and corporate image of Asian context and Malaysia in particular. Practically, the findings likewise contribute to the telecommunication companies regarding the impact of a corporate name, typography, colour, and graphic design implication to build a positive corporate image, increase recognition and sustain competitive advantage. 2018 Thesis https://etd.uum.edu.my/9184/ https://etd.uum.edu.my/9184/1/s816462_01.pdf text eng public https://etd.uum.edu.my/9184/2/s816462_02.pdf text eng public https://etd.uum.edu.my/9184/3/s816462_references.docx text eng public other masters Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng eng
advisor	Mohd Rashid, Sabrina Shaari, Nassiriah
topic	HF5549-5549.5 Personnel Management Employment
spellingShingle	HF5549-5549.5 Personnel Management Employment Okechukwu, Worlu The relationship between corporate name, typography, colour, and and graphic design towards corporate image: a comparative study on two telecommunication companies in Malaysia
description	A corporate image is a strategic tool used to create positive feelings of organisation value, strength and quality in the minds of consumers through the corporate visual identity elements such as corporate name, typography, colour, and graphic design. However, previous studies have argued that there is limited research on the relationship between these four elements towards the corporate image. Examining the relationship between the corporate name, typography, colour, and graphic design on the corporate image as a comparative study was the primary objective of this research. This study hypothesises that corporate name, typography, colour, and graphic design have a significant relationship with the corporate image. A quantitative research design was employed for this study. Self-selection technique was utilized to determine the sample unit. Online questionnaires through Facebook was used to collect data from 205 respondents of Maxis consumers and 200 respondents of DiGi consumers. A seven-point Likert scale was used to measure the research items. SPSS 20.0 was used to analyse and compare the findings. The results revealed that the corporate name, typography, colour, and graphic design statistically relates with corporate image of Maxis and DiGi mobile phone service provider. The findings support the predicted hypothesis. The Maxis corporate name, typography, colour, and graphic design were shown to have a higher impact on the corporate image compared to the DiGi corporate name, typography, colour, and graphic design impact on the corporate image. The significant findings support attribution theory and contribute theoretically to academic knowledge enhancements regarding corporate visual identity and corporate image of Asian context and Malaysia in particular. Practically, the findings likewise contribute to the telecommunication companies regarding the impact of a corporate name, typography, colour, and graphic design implication to build a positive corporate image, increase recognition and sustain competitive advantage.
format	Thesis
qualification_name	other
qualification_level	Master's degree
author	Okechukwu, Worlu
author_facet	Okechukwu, Worlu
author_sort	Okechukwu, Worlu
title	The relationship between corporate name, typography, colour, and and graphic design towards corporate image: a comparative study on two telecommunication companies in Malaysia
title_short	The relationship between corporate name, typography, colour, and and graphic design towards corporate image: a comparative study on two telecommunication companies in Malaysia
title_full	The relationship between corporate name, typography, colour, and and graphic design towards corporate image: a comparative study on two telecommunication companies in Malaysia
title_fullStr	The relationship between corporate name, typography, colour, and and graphic design towards corporate image: a comparative study on two telecommunication companies in Malaysia
title_full_unstemmed	The relationship between corporate name, typography, colour, and and graphic design towards corporate image: a comparative study on two telecommunication companies in Malaysia
title_sort	relationship between corporate name, typography, colour, and and graphic design towards corporate image: a comparative study on two telecommunication companies in malaysia
granting_institution	Universiti Utara Malaysia
granting_department	Awang Had Salleh Graduate School of Arts & Sciences
publishDate	2018
url	https://etd.uum.edu.my/9184/1/s816462_01.pdf https://etd.uum.edu.my/9184/2/s816462_02.pdf https://etd.uum.edu.my/9184/3/s816462_references.docx
_version_	1747828541761781760

The relationship between corporate name, typography, colour, and and graphic design towards corporate image: a comparative study on two telecommunication companies in Malaysia

Similar Items