Challenge of Brand Awareness for Professional Firms

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THE CHALLENGE OF BRAND AWARENESS FOR PROFESSIONAL FIRMS

ABSTRACT

This research study is about the challenge of brand awareness for professional Accounting/Auditing firms in Tanzania. There are about 137 registered firms in Tanzania; this research paper has chosen only four big firms namely Price Waterhouse Coopers, Deloitte and Touché, KPMG and Ernst & Young as the case study areas. The overall objective of this study was to explore the effect that the provisions of the professional accountants codes of conduct has on creating brand awareness for Professional Auditing/Accounting Firms. In the course of conducting this study, the researcher employed various methodologies, such as questionnaires, interviews and documentations to collect data. The researcher used non-probability sampling techniques to select the sample of the study. Data was analyzed both qualitatively and quantitatively by using some devises such as tables and percentages have been applied when analyzing the data. The study findings are: Profession firms acknowledge on the existence of the publicity provision of the code and believe there is a need to create brand awareness. Practitioners think that getting new clients could have been easy without existence of section 150.2 and 250 of IFAC code of conduct. These firms believe there is direct relationship between the quality of work done and the staff qualification and skill, that is why they invest more on staff training. The research concludes that, there is a relationship between quality of work and number of clients obtained. The research therefore, recommends effective use of Cooperate Social Responsibility, firms website as well as efficient use of informative and education meetings to increase brand awareness. Researcher also believes it’s time for transformation. NBAA together with other responsible bodies should revisit the code of conduct to find its relevancy and do away with outdated provisions

TABLE OF CONTENTS
CERTIFICATIONi
DECLARATION AND COPYRIGHTii
ACKNOWLEDGEMENTiii
DEDICATIONiv
ABSTRACTv
LIST OF TABLESix
LIST OF FIGURESx
CHAPTER ONE2
INTRODUCTION AND BACKGROUND INFORMATION2
1.1 Introduction2
1.2 Context of the Study2
1.3 Statement of the Research Problem3
1.4 Research Objectives5
1.4.1 General Research objective5
1.4.2 Specific Research objectives5
1.5 Research Questions5
1.5.1 General Research question5
1.5.2 Specific Research questions5
1.6 Significance of the Study6
1.7 Scope and Limitations of the Study6
1.8 Delimitations of the Study7
CHAPTER TWO8
LITERATURE REVIEW8
2.1 Introduction8
2.2 Definition and concept of Terms8
2.2 Theoretical Reviews10
2.3 Empirical Review25
2.4 Conceptual Frame Work27
2.5 IFAC position on creating the Brand Awareness in the profession Firms.29 2.6 The origin of ethical rule prohibiting Professional firms Publicity35 CHAPTER THREE39
RESEARCH DESIGN AND METHODOLOGY39
3.1 Introduction39
3.2 Research design39
3.3 Area of Study40
3.4 Target Population40
3.5 Sample Size40
3.6 Sampling Techniques40
3.7 Nature of Data and Information Required41
3.7.1 Primary Data41
3.7.2 Secondary Data41
3.8 Data Collection Technique41
3.9 Data Analysis42
3.10 Data Validity and Reliability42
CHAPTER FOUR43
DATA ANALYSIS, DISCUSSION AND INTERPRETATION OF THE RESEARCH FINDINGS43 4.1 Introduction43
4.2 Respondents profile43
4.3 About branding45
4.4 Strategies for increasing brand awareness46
4.4.1 Updating client and public on global business changes47 4.4.2 Corporate Social Responsibility/ activities and brand awareness49 4.5 The relevance of ethical code provision on publicity to the profession and the public50 4.6 The firms marketing plans and the provisions of ethical code52 4.7 Improving staff skills and expertise is potential to the...
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