Ethical Corporate Image Management on Organizational Profitability: A Study of Commercial Banks in Nigeria

Abstract

Ethical consciousness cannot be overemphasized in present day globalization-driven and multidimensional environment with maddened excessive information before consumers who are highly socially conscious. The research examines ethical corporate image management on organizational profitability using two (2) commercial banks in Lagos, Nigeria. Data was gathered through questionnaire. One hundred and eighty-six (186) questionnaires were administered to employees of the selected branches of First Bank plc. and Guaranty Trust Bank Plc. but only One Hundred and Fifty-Eight (158) copies of the questionnaires were retrieved and analyzed. Hypotheses were tested with regression analysis. The study recommended that commercial banks are encouraged to incorporate public relations as a significant part of their brand strategy thereby improving customer satisfaction, banks should employ more aggressive advertisements as competitive tools for increasing and sustaining sales volume thereby increasing their market share, strategic efforts to make alliance with brands that share and promote their core organizational values and culture, and encouraged to engage in community programs such as educational programs as well as to regularly give back to the communities where their offices are located as part of their corporate social responsibility and to increase their market share in the sector Keywords: Ethical: Corporate Image: Management: Organizational Profitability: Banks