Determinants of Corporate Reputation: A Cross Sectional Study of the Effects of Corporate Leadership and Corporate Image on Organizational Performance of Banks in Asaba Municipal Region of Delta State

Abstract

Corporate reputation is viewed as an intangible asset that is shaped by all internal and external stakeholders' impressions of the company, which can affect its value. The study examined the determinants of corporate reputation, with direct focus on the effect of corporate leadership and corporate image on organizational performance of banks in Asaba municipal region of Delta State. The cross-sectional survey research design method was adopted for the study. The study employed the stratified random sampling technique. The study used structured questionnaire as instrument of data collection. To establish the reliability of the instrument, a test-retest method was employed. The descriptive statistics, correlation and multiple regression analysis was used. Findings showed that significant change in organizational performance was brought about by elements of corporate reputation (corporate leadership and corporate image). The study concluded that corporate reputation exact significant effect on organizational performance of banks in Asaba municipal area of Delta State - Corporate image (ß = 0.084, P<0.05) and Corporate leadership (ß = 0.278, P<0.05).The study established that an organization’s image and leadership to a large extent influence stakeholders’ reactions to specific corporate actions and products. The study recommends a vibrant corporate leadership structure that will incorporates desired ethical considerations, which will help build a value-based organization in which principles and values guide day-to-day decision making.