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Corporate Brand Equity And Firm Performance: A Case Study Of Mwananchi Communications Limited In Tanzania, Bakari S. Machumu

Theses & Dissertations

This study sought to assess the relationship between corporate brand equity and firm performance, a case study of Mwananchi Communications Limited (MCL). The general objective was to establish the effects of corporate brand equity in accelerating MCL’s business performance. The study was guided by three specific objectives: To assess factors influencing the corporate brand equity of MCL in Tanzania, to determine the relationship between corporate brand equity and the performance of MCL and to develop a functional business model that will capitalise on the firm’s corporate brand equity to establish other businesses. Different studies and reports in Tanzania have demonstrated …