The Effectiveness Of Impression Management Strategies On Business Performance: A Case Study Of Peugeot Motors, Nigeria

Abstract

Impression management (IM) involves the deliberate process of forming perceptions and images, thus it is a strategy used to create positive or negative perceptions about individuals or organisations. IM is essential especially to MNCs who seek to constantly create positive impressions that enhances favourable fortunes in terms of patronage and growth. This study investigates the use of IM by Peugeot motors, Nigeria. The overall objective was to investigate the effectiveness of IM strategies used by Peugeot which enabled its business performance. To achieve this, the study adopted the qualitative methodology which collects data through interviews. Three employees and four loyal customers of Peugeot brand were interviewed. The study revealed that Peugeot is using impression management strategies of self-promotion, ingratiation and exemplification, this has created a positive awareness for the brand and also enabled it achieve its goals on customers and sales. Therefore, IM has a positive effect on Peugeot, thus, this research recommends an improvement in IM strategies for better performance of the brand.