Corporate Goodwill and Image Management as Central Factors in Successful Corporate Existence: A Public Perspective of Nigerian Bottling Company Plc

The study Corporate Goodwill and Image Management as Central Factors in Successful Corporate Existence: A Public Perspective of Nigerian Bottling Company PIC was undertaken to determine the effectiveness of corporate goodwill and image management in the survival of an organization. This research study x-rayed the role of public relations in creating goodwill and image management in the Nigerian Bottling Company Plc. Survey research was used as methodology for this study, having a sample size of 300 (100.0%) respondents. The purposive sampling technique was utilized in selecting the respondents out of the total estimated population of UNN. The results of the study were analysed using descriptive statistics involving the use of frequency distribution tables and percentages for biodata information and then, frequency and mean for the research questions. The major findings showed that corporate goodwill and image management has assumed a central position in the overall survival of an organization. Based on the findings, however, useful recommendations and suggestions for further research were made.

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