IMPACT OF CORPORATE IDENTITY ON FIRM PERFORMANCE IN NIGERIA BANKS

ABSTRACT The study examined the impact of corporate identity on the performance of Nigerian banks. The objectives of the study were to determine the impact of brand personality on deposit mobilization of Access Bank Plc. and to ascertain the impact of corporate image on deposit mobilization of Access Bank Plc. The research design to be adopted for this study is a descriptive research design. The study will purposively select 50 employees from each location, resulting in a total of 100 employee and 100 customer respondents, using simple random sampling techniques. The Taro Yamane formula will be used to determine the sample size, which is 133. Regression statistics will be used to test the formulated hypotheses. The study revealed that there is a significant impact of brand personality on deposit mobilization of Access Bank Plc. This means that a well-defined brand personality, characterized by traits such as reliability, trustworthiness, and approachability, resonates deeply with consumers and influences their banking choices. Additionally, the findings of the study revealed that a positive corporate image plays a pivotal role in attracting and retaining customers. The study concluded that a well-defined brand personality, characterized by traits such as reliability and approachability, fosters customer engagement and loyalty, encouraging clients to confidently deposit their funds with the bank. The study recommended that Access Bank Plc. should establish regular customer feedback channels that will allow the bank to understand customer perceptions of its brand personality and corporate image. Keywords: Corporate Identity, Firm Performance, Brand Personality, Corporate Image, Deposit Mobilization