Acta Universitatis Danubius. Œconomica, Vol. 11, No. 6
Abstract
The study sought to establish the impact of corporate branding dimensions (mission
statements, corporate visual identity and identity review on the performance of petroleum firms in
Zimbabwe. The study sought to complement other previous studies that were carried out in other
different contexts by producing evidence on the same phenomenon from a developing country
context. The study adopted a quantitative approach. A self-administered survey was conducted to
collect data that was processed by SPSS version 21. Data analysis techniques namely descriptive,
correlation and regression were used to analyze the data. This study has shown that in a developing
country context, mission statements, corporate visual identity and identity review impact significantly
on performance. On the other hand there is no statistical evidence to support that corporate culture
and corporate communications are predictors of firm performance. The findings of the study if taken
seriously can provide some invaluable insights to managers of petroleum companies in developing
countries and other parts of the world about how they can leverage on corporate dimensions to ensure
firm performance. The study sought to contribute to the existing body of knowledge on corporate
branding by developing a comprehensive conceptual framework of corporate branding and
performance, a research area that has not being exhausted in a developing country context.
References
Abratt, R. & Kleyn, N. (2012). Corporate Identity, Corporate Branding and Corporate Reputations.
European Journal of Marketing, 46(7/8), pp. 1048-1060.
Ahmed, M. & Shafiq, S. (2014). The Impact of Organizational Culture on Organizational
Performance: A Case Study of the Telecom Sector. Global Journal of Management and Business
Research, 14(3), pp. 21-30.
Amran, N.A. (2012). Mission Statement and Company Performance: Evidence from Malaysia.
International Journal of Business and Behavioral Sciences, 2(4), pp. 98-107.
Asamu, F.F. (2014). The impact of communication on workers performance in selected organizations
in Lagos State, Nigeria. IOSR Journal of Humanities and Social Science, 19(8), pp. 75-82.
Atrill, P., Omrab, M. & Pointonc, J. (2005). Company Mission Statements and Financial
Performance. Corporate Ownership & Control, 2(3), p. 28.
Babnik, K., Breznik, K., Dermol, V. & Sirca, N. T. (2014). The mission statement: Organizational
culture perspective. Industrial Management and Data Systems, 11(4), pp. 612-627.
Balthazard, A.P., Cooke, R.A. & Potter, R.E. (2006). Dysfunctional Culture, Dysfunctional
Organisation: Capturing the behavioural norms that form organizational culture and drive
performance. Journal of Managemnt Psychology, 21(8), pp. 709-732.
Cornelissen, J. (2004). Corporate Communications Theory and Practice. 1st Ed. New Delhi: SAGE
Publications.
Desmidt, S., Prinzie, A. & Decramer, A. (2011). Looking for the value of mission statements: A
Meta-analysis of 20 years of research. Management Decision, 49(3), pp. 468-483.
Ditlevsen, M.G. (2012). Revealing Corporate Identities in the annual reports. Corporate
Communications: An International Journal, 17(3), pp. 379-403.
Einweller, S. & Will, M. (2002). Towards an integrated approach to corporate branding - an empirical
study. Corporate Communications: An international Journal, 7(2), pp. 100-109.
Harris, F. & de Chernatony, L. (2001). Corporate Branding and Corporate Performance. European
Journal of Marketing, 35(3/4), pp. 441-456.
Hirota, S., Kubo, K. & Miyajima, H. (2010). Corporate mission, corporate policies and business
outcomes: evidence from Japan. Management Decision, 48(7), pp. 1341-1153.
Khan, B. M. (2009). Corporate Brand Management: Past, Present and Future. Pranjana, 12(1), pp.
21-35.
Lund, D. B. (2003). Organisational culture and job satisfaction. Journal of Business and Industrial
Marketing, 18(3), pp. 219-236.
Lyons, H. & Sufi, T. (2003). Mission Statement Exposed. International Journal of Contemporary
Hospitality, 15(5), pp. 255-262.
Marketers Association of Zimbabwe (2013). Brands of the Year 2013 Report, Harare: Marketers
Association of Zimbabwe.
Melewar, T. C. (2001). Measuring visual identity: a multi construct study. Corporate
Communications: An International Journal, 6(1), pp. 36-41.
Melewar, T. C., Bassett, K. & Simoes, C. (2006). The role of communication and visual identity in
modern organisations. Corporate Communications: An International Journal, 11(2), pp. 138-147.
Melewar, T. C., Saunders, J. & Balmer, J. M. (2001). Cause, effect and benefits of a standardized
corporate visual identity system of UK companies operating in Malaysia. European Journal of
Marketing, 35(3/4), pp. 414-427.
Murphy, B. et al. (2005). Stakeholder perceptions presage holistic stakeholder relationship marketing
performance. European Journal of Marketing, 39(9/10), pp. 1049-1059.
Ortega-Parra, A. & Sustre-Castillo, M.A. (2013). Impact of Perceived Corporate Culture on
Organizational Commitment. Management Decision, 51(5), pp. 1071-1083.
Pinho, J.C., Rodrigues, A.P. & Dibb, S. (2014). The role of corporate culture, market orientation and
organistaional commitment in organizational performance: The case of non -profit organizations.
Journal of Management Development, 33(4), pp. 374-398.
Rashid, Z. A., Sambasivan, M. & Johari, J., (2003). The Influence of Corporate Culture and
Organisational Commitment on Performance. Journal of Management Development, 22(8), pp. 708-
728.
Souza-Poza, A., Nystom, H. & Wiebe, H. (2004). A Cross Cultural Study on the Differing Effects of
TQM in Three Countries. International Journal of Quality and Reliability Management, 18(7), pp.
744-761.
Tseng, S.-M. (2010). The correlation between organizational culture and knowledge conversion on
corporate performance. Journal of Knowledge Management, 14(2), pp. 269-284.
Udegde, S.E., Ogundipe, K.A., Akintola, O.G. & Kareem, R. (2012). Impact of Business
Communication on Organizational Performance in Nigerian Companies. Australian Journal of
Business and Management Research, 2(1), pp. 16-26.
Uddin, M. N. & Hamiduzzaman, M. (2009). The Philosophy of Science in Social Research. The
Journal of International Social Research, 2(6), pp. 654-664.
van den Bosch, A.L. & de Jong, M.D. (2005). How corporate visual identity supports reputation.
Corporate Communications: An International Journal, 10(2), pp. 108-116.
Van den Bosch, A. L., de Jong, M. D. & Elving, W. J. (2006). Corporate visual identity: Exploring
the differences between manufacturing and service, and profit and non-profit making organizations.
Journal of business communication, 43(2), pp. 138-157.
van den Bosch, A.L., Elving, W.J. & de Jong, M.D. (2006). The impact of organizational
characteristics on visual identity. European Journal of Marketing, 40(7/8), pp. 870-885.
Van Vuuren, M., de Jong, M.D. & Seydel, E.R. (2007). Direct and indirect effects of supervisor
communication on organizational commitment. Corporate Communications: An International
Journal, 12(2), pp. 116-128.
Weber, Y. & Taiba, S.Y. (2012). Mergers and Acquisitions Process: The use of corporate culture
analysis. Cross Culture Management: An International Journal, 19(3), pp. 288-303.
Williams, I.R., Morrell, L.D. & Mullane, V.J. (2014). Reinvigorating the mission statements through
top management commitment. Management Decision, 52(3), pp. 446-459.
Zakari, M., Poku, K. & Owusu- Ansah, W. (2013). Organizational Culture and Organizational
Performance: Empirical Evidence from the Banking Industry in Ghana. International Journal of
Business, Humanities and Technology, 3(1), pp. 95-107.
European Journal of Marketing, 46(7/8), pp. 1048-1060.
Ahmed, M. & Shafiq, S. (2014). The Impact of Organizational Culture on Organizational
Performance: A Case Study of the Telecom Sector. Global Journal of Management and Business
Research, 14(3), pp. 21-30.
Amran, N.A. (2012). Mission Statement and Company Performance: Evidence from Malaysia.
International Journal of Business and Behavioral Sciences, 2(4), pp. 98-107.
Asamu, F.F. (2014). The impact of communication on workers performance in selected organizations
in Lagos State, Nigeria. IOSR Journal of Humanities and Social Science, 19(8), pp. 75-82.
Atrill, P., Omrab, M. & Pointonc, J. (2005). Company Mission Statements and Financial
Performance. Corporate Ownership & Control, 2(3), p. 28.
Babnik, K., Breznik, K., Dermol, V. & Sirca, N. T. (2014). The mission statement: Organizational
culture perspective. Industrial Management and Data Systems, 11(4), pp. 612-627.
Balthazard, A.P., Cooke, R.A. & Potter, R.E. (2006). Dysfunctional Culture, Dysfunctional
Organisation: Capturing the behavioural norms that form organizational culture and drive
performance. Journal of Managemnt Psychology, 21(8), pp. 709-732.
Cornelissen, J. (2004). Corporate Communications Theory and Practice. 1st Ed. New Delhi: SAGE
Publications.
Desmidt, S., Prinzie, A. & Decramer, A. (2011). Looking for the value of mission statements: A
Meta-analysis of 20 years of research. Management Decision, 49(3), pp. 468-483.
Ditlevsen, M.G. (2012). Revealing Corporate Identities in the annual reports. Corporate
Communications: An International Journal, 17(3), pp. 379-403.
Einweller, S. & Will, M. (2002). Towards an integrated approach to corporate branding - an empirical
study. Corporate Communications: An international Journal, 7(2), pp. 100-109.
Harris, F. & de Chernatony, L. (2001). Corporate Branding and Corporate Performance. European
Journal of Marketing, 35(3/4), pp. 441-456.
Hirota, S., Kubo, K. & Miyajima, H. (2010). Corporate mission, corporate policies and business
outcomes: evidence from Japan. Management Decision, 48(7), pp. 1341-1153.
Khan, B. M. (2009). Corporate Brand Management: Past, Present and Future. Pranjana, 12(1), pp.
21-35.
Lund, D. B. (2003). Organisational culture and job satisfaction. Journal of Business and Industrial
Marketing, 18(3), pp. 219-236.
Lyons, H. & Sufi, T. (2003). Mission Statement Exposed. International Journal of Contemporary
Hospitality, 15(5), pp. 255-262.
Marketers Association of Zimbabwe (2013). Brands of the Year 2013 Report, Harare: Marketers
Association of Zimbabwe.
Melewar, T. C. (2001). Measuring visual identity: a multi construct study. Corporate
Communications: An International Journal, 6(1), pp. 36-41.
Melewar, T. C., Bassett, K. & Simoes, C. (2006). The role of communication and visual identity in
modern organisations. Corporate Communications: An International Journal, 11(2), pp. 138-147.
Melewar, T. C., Saunders, J. & Balmer, J. M. (2001). Cause, effect and benefits of a standardized
corporate visual identity system of UK companies operating in Malaysia. European Journal of
Marketing, 35(3/4), pp. 414-427.
Murphy, B. et al. (2005). Stakeholder perceptions presage holistic stakeholder relationship marketing
performance. European Journal of Marketing, 39(9/10), pp. 1049-1059.
Ortega-Parra, A. & Sustre-Castillo, M.A. (2013). Impact of Perceived Corporate Culture on
Organizational Commitment. Management Decision, 51(5), pp. 1071-1083.
Pinho, J.C., Rodrigues, A.P. & Dibb, S. (2014). The role of corporate culture, market orientation and
organistaional commitment in organizational performance: The case of non -profit organizations.
Journal of Management Development, 33(4), pp. 374-398.
Rashid, Z. A., Sambasivan, M. & Johari, J., (2003). The Influence of Corporate Culture and
Organisational Commitment on Performance. Journal of Management Development, 22(8), pp. 708-
728.
Souza-Poza, A., Nystom, H. & Wiebe, H. (2004). A Cross Cultural Study on the Differing Effects of
TQM in Three Countries. International Journal of Quality and Reliability Management, 18(7), pp.
744-761.
Tseng, S.-M. (2010). The correlation between organizational culture and knowledge conversion on
corporate performance. Journal of Knowledge Management, 14(2), pp. 269-284.
Udegde, S.E., Ogundipe, K.A., Akintola, O.G. & Kareem, R. (2012). Impact of Business
Communication on Organizational Performance in Nigerian Companies. Australian Journal of
Business and Management Research, 2(1), pp. 16-26.
Uddin, M. N. & Hamiduzzaman, M. (2009). The Philosophy of Science in Social Research. The
Journal of International Social Research, 2(6), pp. 654-664.
van den Bosch, A.L. & de Jong, M.D. (2005). How corporate visual identity supports reputation.
Corporate Communications: An International Journal, 10(2), pp. 108-116.
Van den Bosch, A. L., de Jong, M. D. & Elving, W. J. (2006). Corporate visual identity: Exploring
the differences between manufacturing and service, and profit and non-profit making organizations.
Journal of business communication, 43(2), pp. 138-157.
van den Bosch, A.L., Elving, W.J. & de Jong, M.D. (2006). The impact of organizational
characteristics on visual identity. European Journal of Marketing, 40(7/8), pp. 870-885.
Van Vuuren, M., de Jong, M.D. & Seydel, E.R. (2007). Direct and indirect effects of supervisor
communication on organizational commitment. Corporate Communications: An International
Journal, 12(2), pp. 116-128.
Weber, Y. & Taiba, S.Y. (2012). Mergers and Acquisitions Process: The use of corporate culture
analysis. Cross Culture Management: An International Journal, 19(3), pp. 288-303.
Williams, I.R., Morrell, L.D. & Mullane, V.J. (2014). Reinvigorating the mission statements through
top management commitment. Management Decision, 52(3), pp. 446-459.
Zakari, M., Poku, K. & Owusu- Ansah, W. (2013). Organizational Culture and Organizational
Performance: Empirical Evidence from the Banking Industry in Ghana. International Journal of
Business, Humanities and Technology, 3(1), pp. 95-107.
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Published
2021-05-28
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Collective Authors. (2021). Acta Universitatis Danubius. Œconomica, Vol. 11, No. 6: Array. Acta Universitatis Danubius. Œconomica, 11(6). Retrieved from https://dj.univ-danubius.ro/index.php/AUDOE/article/view/1099
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