The impact of public relations on brand image: a case study of Mtn Uganda
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Date
2018-04
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Publisher
Kampala International University,College of Humanities and Social Sciences
Abstract
The study sought to examine the impact of public relations on brand image: A case study of MTN Uganda. The study objectives were; to find out the roles of public relations in brand image of MTN Uganda. to establish the challenges of public relations in relation to brand image of MTN Uganda and to examine the relationship between public relations and brand image of MTN Uganda. The study applied a casual research design to reflect aspects of perception, feelings, experiences, facts and emotional feelings of the study respondents on the study topic. This was an investigation into an issue or topic that looks at the effect of one thing or variable on another. This was because the research questions that were generated necessitate observing explanatory, descriptive and analytical aspects of the research. The human resource manager at MTN Uganda-headquarters, Kampala gave the number of employees going up to 60. Thus, the study population involved 60 participants and these included officials from Public relations department. top managers and other of MTN Uganda who were available. The study was based on a sample size of 52 drawn from population of 60. The sample size of 52 was sufficient and this was supported by Krejcie. Robert.. Morgan, and Daryle (1970) in their work “Determining sample size for Research Activities”, Educational and Psychological Measurement. The researcher organized key informant interviews with the top managers of MTN Uganda who enriched the study findings. Self administered questionnaires were used in the collection of data and these were distributed to the officials from the Public relations department to provide answers. The study found out that 11 .25% strongly disagreed, 7.5% disagreed, 12.5% were not sure, 3 6.25% agreed and the remaining 32.5% of [he respondents strongly agreed. This implies that majority of the respondents generally agreed that representing the company or individual to the media is one of the more well-known functions of public relations which indicates that the concept of public relations is very essential towards brand image of the company. The study concludes that preparing documents, written and electronic. is another function of public relations. There should be establishment of public relations training to equip public relation practitioners and managers with sufficient knowledge and skills. Seminars and conferences should be organized from which the inexperienced practitioners and staff members can learn from those highly skilled and experienced.
Description
A research dissertation submitted in partial fulfillment of the requirements for the award of Bachelor Degree of Mass Communication of Kampala International University
Keywords
public relations, brand image, Mtn Uganda