EFFECT OF BRAND PERSONALITY ON EMPLOYEES’ RETENTION: EVIDENCE FROM SELECTED HIGHER EDUCATIONAL INSTITUTIONS IN SOUTH WEST NIGERIA
No Thumbnail Available
Date
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
Description
It is pertinent for employees to comprehend their organisational brand personality because of its impacts
on their thought patterns, daily actions, commitment, engagement, and most especially their level of
retention. The Nigerian University system suffered the worst hit from the consistent brain drain of its
proficient faculty and staff members, as the system is unable to retain sufficient faculties, due to lack of
identifiable and good brand personality. This study examines the effect of brand personality on employee
retention in selected higher educational institutions in South-West Nigeria. Three hundred and fifty-six
(356) copies of questionnaire were administered to faculties and staff of the selected private and Federal
University in South-West Nigeria. A total of 334 questionnaires were returned, correctly filled, and
analyzed which represents a 93.82% response rate. Statistical Packages for Social Sciences (SPSS version
23) particularly correlation analysis was used to analyze the data collected. Findings revealed that brand
personality has a positive relationship with employees’ retention. This study recommends to the
management of the selected higher institutions to be mindful and ensure to build the right brand image
by building the right brand personality in other to achieve high-quality employee retention.
Keywords
H Social Sciences (General)