THE ROLE OF CORPORATE IDENTITY IN BUILDING CORPORATE IMAGE: A CASE OF TANZANIA REVENUE AUTHORITY

Abstract

This study investigated the influence of corporate identity on the corporate image of the Tanzania Revenue Authority (TRA), focusing on three key dimensions: projected, perceived, and ideal corporate identity. The study employed a quantitative research approach, data were gathered from a randomly selected sample of TRA stakeholders. The analysis utilized multiple regressions to evaluate the effect of each identity dimension on TRA’s corporate image, providing nuanced insights into how each component shapes public perception. The findings for the first specific research objective, which assessed the role of projected corporate identity, indicate a positive effect on corporate image. TRA’s strategic communication efforts and visual branding contribute to a cohesive, trustworthy image, suggested that a consistently managed projected identity reinforces the organization’s image by aligning outward communications with its core values. Similarly, for the second objective, which examined the influence of perceived corporate identity, results show positive impact on corporate image. Stakeholders’ perceptions of TRA’s behavior and ethical standards play a crucial role in shaping its image, emphasizing the importance of aligning corporate conduct with stakeholder expectations to build public trust and reinforce credibility. The results for the third objective, focused on ideal corporate identity, reveal impact on corporate image. TRA’s aspirational identity—its vision of how it intends to be perceived by the public—proves central in shaping corporate reputation. In conclusion, the study demonstrates that projected, perceived, and ideal corporate identity dimensions each play a significant role in enhancing TRA’s corporate image. To strengthen its public reputation, it is recommended that TRA adopt a multi-faceted approach: maintain consistent messaging across all communication channels, actively engage stakeholders to manage perceptions, and align its aspirational identity with its internal values and ethical standards. Notably, the study’s limitations include its exclusive focus on TRA and reliance on a quantitative approach; future research could expand these findings by investigating corporate identity across various public sector organizations and employing qualitative methods to gain deeper insights into stakeholder perceptions.