Assessing Brand Equity and Customer Satisfaction as Tools for Profit Optimization in Nigeria

Garvey, Orji Marcus

doi:10.11648/j.sjbm.20160405.14

Cited by 3 publications

(2 citation statements)

References 7 publications

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“…Branding is very important because it helps businesses to better direct customers to their products and create lasting positive impressions about the product and the company. In a competitive business environment, brands are not just symbols that serve as identifiers but have an economic function (Orji, Akhimien, Boman & Ikegwuiro, 2016) [27] .…”

Section: Brandingmentioning

confidence: 99%

“…In a nutshell, brand equity can be described as the unique effect that brand knowledge has on consumer response to the way the brand is marketed. Thus, brand equity represents a variety of associations linked to a brand (Orji, et al 2016) [27] . On analyzing past literature, Demir, Yuzbasioglu, & Bezirci (2013) [6] opined that that brand loyalty is measured with two basic methods of measurement.…”

Section: Brand Loyaltymentioning

confidence: 99%

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Effect of promotional activities on brand loyalty of detergents among Nigerian university students: A study of veritas University Abuja

ORJI,

Enose,

Ezimmuo

et al. 2019

Int. J. Res. Marketing Manage. Sales

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In Nigeria, there has generally been a decline in consumers' exhibition of loyalty towards staple detergents brands, usually because of the availability of many substitute products and high price consciousness among consumers, especially University Students. The objective of this study was to determine the effect of promotional activities on brand loyalty of detergents among University Students with emphasis on Veritas University Abuja and using Sunlight detergent as case study. The study is a survey research with data collected using close ended questionnaires designed with 5-point Likert scale questions. The study used a population of 1599 comprising all students of Veritas University, Abuja with a sample size of 320 (using Taro Yemani's formula) and respondents were selected randomly. The collected data was analyzed using multiple regression method and the findings revealed that promotional tools of advertising, public relations and sales promotions have a significant effect on University student's brand loyalty to detergents. Thus, the study concluded that increased employment of promotional activities would lead to increase in brand loyalty towards detergent or fast moving consumer goods, and recommended among others that Marketers of detergents on Nigerian campuses should place more emphasis on the effective deployment of promotional tools for their brand to build students' interest and desire to purchase their goods, also Brand managers of the studied brand should engage in proactive promotions, i.e., they should endeavor not to copy the promotions of other brands but should develop unique methods of attracting consumers, especially University students.

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Section: Brandingmentioning

confidence: 99%

Section: Brand Loyaltymentioning

confidence: 99%

Effect of promotional activities on brand loyalty of detergents among Nigerian university students: A study of veritas University Abuja

ORJI,

Enose,

Ezimmuo

et al. 2019

Int. J. Res. Marketing Manage. Sales

View full text Add to dashboard Cite

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Effect of Brand Equity on the Performance of Distributors in Flour Mills of Nigeria PLC

Boman¹,

Musa²,

Onu³

et al. 2019

IJBER

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The rapid growth of fast moving consumer goods market in Nigeria has brought competition, making firms to focus on the performance of distributors or loose to competitors. In order for fast moving consumer goods companies such as Flour Mills of Nigeria PLC to grow and ensure profitability, product distribution become critical. The objective of this study is to assess the effect of brand equity on the performance of distributors in Flour Mills of Nigeria PLC focusing on the north central region of Nigeria. The study is a survey research, data were collected using self-administered questionnaire, and the formulated hypotheses tested using multiple regressions with the help of SPSS IBM 23. The findings of the study revealed that the level of performance of distributors in Flour Mills of Nigeria PLC is greatly influenced by factors such as Product's brand acceptance and product perceive quality which increases market share of the company. The study concluded that the positive effect of brand equity on performance of distributors in Flour Mills of Nigeria PLC is very high. And therefore recommended that creating intensive awareness about the Company activities will improve the Performance of distributors, requisite quality measures such as date of manufacture, expiry date, basic instruction on how to use the product and the production ingredients or contents that make up the product will create confidence in the mind of customers. Also, measures such as quantity and quality increase, effective distribution channels and affordability will increase customer's satisfaction.

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Impact of Service Innovation on Customer Satisfaction: An Evidence from Pakistani Banking Industry

Kanwal

Yousaf

2019

Emerging Economy Studies

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The purpose of this study is to appraise the linkage between service innovation (SI), customer value creation (CVC), and customer satisfaction (CS) with a specific focus on the Pakistani banking sector. In addition, the study evaluates the moderating role of brand equity (BE) fit between SI and CS. A survey is conducted on 250 customers from commercial banks in Pakistan and scales were acquired from past literature. The study showed that CVC mediates the relationship between SI and CS. Therefore, SI must create value for their customers in order to enhance CS. Moreover, BE has a partial positive moderation effect on the relationship bewteen SI and CS. By relating to the findings, managers of firms should focus on SI that adds to or create holistic value for their customers, which ultimately increase the CS level. This study relies on two theories, which include signaling theory and expectation disconfirmation theory to explain how SI in Pakistani banking sector creates customer value which achieves CS. The other uniqueness of the study is that it will be helpful for researchers by giving baseline regarding BE effect as a moderator between SI and CS in Pakistani banking industry.

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Assessing Brand Equity and Customer Satisfaction as Tools for Profit Optimization in Nigeria

Cited by 3 publications

References 7 publications

Effect of promotional activities on brand loyalty of detergents among Nigerian university students: A study of veritas University Abuja

Effect of promotional activities on brand loyalty of detergents among Nigerian university students: A study of veritas University Abuja

Effect of Brand Equity on the Performance of Distributors in Flour Mills of Nigeria PLC

Impact of Service Innovation on Customer Satisfaction: An Evidence from Pakistani Banking Industry

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