The effect of corporate image on organizational performance in the ghanaian insurance industry: the moderating role of advertisement likability

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The purpose of the study is to examine the moderating role of advertising likability on corporate image and firm performance link in the Ghanaian insurance industry. The study employed explanatory research design. Aida and hierarchical models were the theories underpinning the study. The study population consisted of insurance policyholders and 391 employees were selected for the study using convenient sampling technique. The main data were collected through questionnaires. The data were analyzed using the statistical package for social sciences (spss) program. The study found that corporate image has a significant positive effect on organizational performance. The study also found that advertisement likeability has a significant positive effect on organizational performance. The study further found that advertisement likeability moderates corporate v image and organizational performance link. The study therefore recommends that insurance firms should focus on building sound image as well as invest in making likable adverts that will ultimately leads to enhancement of organizational performance. Organizational performance is a multifaceted construct which is influenced by many factors. This study is a pacesetter in examining the direct contribution of advertising likability on organizational performance as well as the interactive role it plays with corporate image on performance of insurance firms. This study, however is limited to insurance firms and thus hamper generalization. Further studies, should include other financial institutions or consider heterogeneous sectors to foster generalization. Further studies should also look at the contribution of social media advertising in the context of organizational performance.
A Thesis submitted to the Department of Marketing and Corporate Strategy of the School of Business, Kwame Nkrumah University of Science and Technology, in partial fulfilment of the requirements for the degree of MASTER OF PHILOSOPHY MARKETING