Godson Igwedinmah, Prof. Faith Onwuchekwa


This study investigated the relationship between corporate image management strategy and performance of food and beverage industry in South East Nigeria. The specific objective is to identify the extent of relationship that exists between corporate reputation and organizational commitment. Questionnaire was used to generate data from 370 respondents. A 5-point Likert scale was utilized for data structuring while the Pearson product moment correlation was used for data analysis. The study was anchored on a theory of organizational image management by Joseph Eric Massey (2010). The theory emphasized on deployment corporate image management strategies and inculcating key stakeholders in developing and promoting corporate image management strategies for enhanced performance. The findings of the study showed that there is a significant relationship between corporate reputation and organisational commitment. This shows that corporate image management affects the performance of the food and beverage industry in South East Nigeria. The study therefore recommended that the food and beverage industry should pay close attention to the aforementioned derivatives of corporate image management in other to continually boost their performance.  In conclusion, the deployment of corporate image management strategy is a necessary requirement to enhance the performance of an organization.  This is because of the attendant benefits associated with its deployment, which includes according competitive edge to an organization.


Corporate Image, corporate reputation, Organizational Commitment, Performance

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