Perception among stakeholders towards Sawit Kinabalu group's corporate image / Siti Noor Aysah Asli

This aim of this paper is to investigate the perception among stakeholders towards Sawit Kinabalu Group's corporate image and the most effective tools in promoting its corporate image. This work formed part of a larger study which investigated factors that influenced the perception among stakeholders towards Sawit Kinabalu Group's corporate image. A questionnaire was designed and answered by stakeholders who are working in any government department, private or company. Sampling technique was used and the sample size is 120 being decided. Based on the research findings, it clearly shows that perception among stakeholders give impact towards corporate image. The three variables; Corporate Communication, Reputation, and Core Values give influence to the stakeholders in term of their perception. Furthermore, the findings also identify that the most effective tools to promote Sawit Kinabalu group's corporate image are through newspaper.