Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


Organizational Culture and Corporate Image Competitiveness: Evidence from Merged Deposit Money Banks in Nigeria

Author(s): Akhamiokhor S.A., Egwakhe J.A., Umukoro E.J.

Mergers and acquisitions within the deposit money banks in Nigeria have created corporate image confusion or identify crisis among customers. The post-merger cultural differential and its relationship, effect and path-analysis on corporate image competitiveness becomes the subject of investigation. The study adopted quantitative research design using the cross-sectional survey design. Data were collected through a questionnaire that was validated and reliability established through Cronbach alpha analysis. Target population comprised of four hundred and seventy three (473) respondents as determined using Roasoft sample size calculator and four hundred and forty-six copies of the questionnaire were retrieved (446). A significant relationship was discovered between the sub-variables of organizational culture and corporate image competitiveness, organizational culture significantly affected corporate image competitiveness (R=0.746, adjusted R2=0.550, p<0.05, F (6,451) =94.109) and the path-analysis depicted each variable relative effect on corporate image competitiveness. The recommendation was pillared on continuous learning, adaptation and employee commitment in order to distinguish self and compete with the new corporate image.

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