Influence of Corporate Communication Practices on Corporate Identity in The Banking Industry A Case of Equity Bank Limited

Abstract

The purpose of this study was to investigate the influence of corporate communication practices on the corporate identity of Equity Bank Limited (EBL). The objectives were to investigate external communication practices adopted by EBL in enhancing the corporate identity, assess how corporate culture at EBL related with the bank’s corporate identity, analyze the role of internal corporate communication practices at EBL in relation to corporate identity, and find out how EBL stakeholder management practices were used in shaping the bank’s corporate identity to the external stakeholders. Two theories were applied to guide the study: organization identity theory and organizational image management theory. These theories were applied in the study to provide a framework that explains the relationship that may exist between integrated corporate communication and corporate image. The study used both qualitative and quantitative methods to collect data. 154 respondents (10.07% of the total population) formed the sample size for the study. The study findings showed that top executives of EBL focused on communication as a management capability to a very high extent as indicated at 45(34.6%). It was also established that EBL, through its external communication, had facilitated teamwork and partnership with various stakeholders who were outside the formal structure of the organization (at 60%). The study recommends the need for EBL to properly manage its communication and information flow within it and amongst its numerous publics. Also, further research can be carried out to show the importance of corporate communication strategies and internal communication policies in organizations.