EFFECT OF CORPORATE BRANDING ON SALES PERFORMANCE OF SELECTED MANUFACTURING FIRMS IN ENUGU STATE, NIGERIA

Ebere Rejoice Okocha, Leonard Nnabugwu Emezue

Abstract


The study focuses on effect of corporate branding on performance of manufacturing firms in Enugu State, Nigeria. The objective of the study is to: determine the effect of brand awareness on performance of manufacturing firms in Enugu State, Nigeria; ascertain the nature of the relationship between brand associations and sales performance of manufacturing firms in Enugu State, Nigeria and determine the influence of perceived quality on performance of manufacturing firms in Enugu State, Nigeria. The population size was 1168 out of which a sample size of 369 was realized using Cochran’s sample size at 5% error tolerance and 95% level of confidence. Instruments used for data collection were primarily questionnaire and interview. Out of 369 copies of the questionnaire that were distributed, 385 copies were returned while 11 were not returned. The descriptive survey research design was adopted for the study. The hypotheses were tested using Pearson Product Moment Correlation Coefficient t and Simple Linear Regression Statistical tools. The findings indicate that brand awareness significantly affect performance of manufacturing firms in Enugu State, Nigeria (r = 0.864; t = 33.536; p < 0.05). That there is a positive relationship between brand associations and performance of manufacturing firms in Enugu State, Nigeria (r = 0. 812, p < .05). That perceived quality significantly influences performance of manufacturing firms in Enugu State, Nigeria (r = 0.883; t = 36.848; p < 0.05). The study concluded that branding enable customers to distinguish between different products and services and recognize what they perceive satisfies their needs the most. The study recommended that manufacturing firms should adopt brand awareness so as to ensure that customers’ recall and recognize the brand as reflected by their ability and to identify the brand under different conditions which will promote firms’ performance.

Article visualizations:

Hit counter


Keywords


brand; performance; perceived quality and brand association

Full Text:

PDF

References


Aaker, D. A. (1992). Building strong brands. Lawrence Erlbaum Associates.

Aaker & Joachimsthaler (in Chikwe, 2018). Marketing the needs of consumers. Johnny Publications.

Abratt, R., & Kleyn, N. (2018). Corporate identity, corporate branding and corporate reputations: reconciliation and integration. European Journal of Marketing 46(7/8), 1048-1063.

Anjum, S., & Anwar, K. (2016). Effects of marketing and branding on sales performance via mediation of employee training in telecom industry in Pakistan. Journal of Administrative & Business Studies 1(2), 9.

Asaad, A., & Serdar, S. (2015). An analytical study of improving brand awareness and its impact on consumer behaviour Via media in North Cyprus (A Case Study of Fast Food Restaurants). International Journal of Business and Social Science 6(1).

Asacker, T. (2015). A clear eye for branding, Paramount Publishing, pp. 401-402

Atilgan, E., Aksoy, S., & Akinci, S. (2015). Determinants of brand equity: A verification approach in the beverage industry in Turkey. Marketing Intelligence & Planning 23(3), 237-248.

Crane, F. (2010). Marketing for entrepreneur’s concepts and applications for new ventures, Sage Publications.

Davis, M. (2018). Fundamentals of branding. AVA Publishing.

Fatima, H., & Muhammed, J. (2014). Impact of branding on consumer behaviour. Bernard Press.

Feldwick, P. (2016). What is brand equity anyway, and how do you measure it? Journal of the Market Research Society 38(2), 85-104.

Franzen, G., & Moriarty, S. (2019). The Science and art of branding, M.E. Sharpe.

Gad, T. (2000). 4D Branding. Stockholm: Book house publishing AB factor in M&A decision-making. Strategy & Leadership 32(2), 20-27.

Ghodeswar, B. M. (2008). Building brand identity in competitive markets: A conceptual framework. Journal of Product and Brand Management, 17(1), 4-12.

Harris, F., & de Chernatony, L. (2011). Corporate branding and corporate brand performance. European Journal of Marketing 35, 441-57.

Hatch, M. J., & Schultz, M. (2001). Are the strategic stars aligned for your corporate brand? Harvard Business Review 79(2), 128-134.

Herremans, I. M., & Ryans, J. K. J., & Aggarwal, R. (2017). Linking advertising and brand value. Business Horizons, p. 19-26.

Jewel, D., Abubakar, J., Lucy, M., & Samuel, D. (2018). Effect of branding on the marketing performance of companies in the mobile phone industry (Case Study of Techno Ghana, Accra). International Journal of Developing and Emerging Economies 6(2), 39-60.

Kapferer, J. (2016). Strategic brand management: creating and sustaining brand equity long term. Kogan Page.

Keller, K. L. (2003). Strategic brand management: Building, Measuring, and Managing brand equity, (2nd ed). Upper Saddle River, NJ.

Kotler, P., & Keller, K. (2009). Marketing management (13th ed.). Pearson Prentice Hall, New Jersey.

Kumar, S., & Blomqvist, K. H. (2014). Mergers and acquisitions: Making brand equity a key

Lim, L. L. K., Melewar, T. C., & Sorensen, T. C. (2010). Clinical trials: a branding opportunity? Global Journal of Management and Business Research 10(1), 97-103.

Muhammad, S. A., & Muath, L. S. (2018). Impact of brand elements on brand equity: An applied study on Jordanian Corporations. African Journal of Marketing Management 10(3), 17-27.

Rooney, A. J. (2015). Branding: A Trend for Today and Tomorrow‘vol.4, no.4, pp.48-55.

Schroeder, J. E., & Salzer-Morling, M. (ed.) (2016). Brand culture. Oxon Press.

Vrontis, D., & Papasolomou, I. (2017). Brand and product building: The case of the Cyprus wine industry. Journal of Product & Brand Management 16 (3), 159-167.




DOI: http://dx.doi.org/10.46827/ejmms.v6i4.1164

Refbacks

  • There are currently no refbacks.


Copyright (c) 2021 Ebere Rejoice Okocha, Leonard Nnabugwu Emezue

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

The research works published in this journal are free to be accessed. They can be shared (copied and redistributed in any medium or format) and\or adapted (remixed, transformed, and built upon the material for any purpose, commercially and\or not commercially) under the following terms: attribution (appropriate credit must be given indicating original authors, research work name and publication name mentioning if changes were made) and without adding additional restrictions (without restricting others from doing anything the actual license permits). Authors retain the full copyright of their published research works and cannot revoke these freedoms as long as the license terms are followed.

Copyright © 2017-2023. European Journal of Management and Marketing Studies (ISSN 2501 - 9988) is a registered trademark of Open Access Publishing Group. All rights reserved.

This journal is a serial publication uniquely identified by an International Standard Serial Number (ISSN) serial number certificate issued by Romanian National Library. All the research works are uniquely identified by a CrossRef DOI digital object identifier supplied by indexing and repository platforms. All the research works published on this journal are meeting the Open Access Publishing requirements and standards formulated by Budapest Open Access Initiative (2002), the Bethesda Statement on Open Access Publishing (2003) and  Berlin Declaration on Open Access to Knowledge in the Sciences and Humanities (2003) and can be freely accessed, shared, modified, distributed and used in educational, commercial and non-commercial purposes under a Creative Commons Attribution 4.0 International License. Copyrights of the published research works are retained by authors.