Brand Association and Sales Growth: A Study of Nigeria the Flour Milling Industry

IF 4.5 2区管理学 Q1 BUSINESS

International Journal of Entrepreneurial Behavior & Research Pub Date : 2022-01-01 DOI:10.31580/ijer.v4i3.2045

I. Adeoye, Ayodele O.E, Adesuyi I.O, Ayo M.F

引用次数: 2

Abstract

Branding has developed in the minds of customers a strong and positive perception of a company's products or services. However, most of these businesses struggle to use branding strategy to differentiate themselves from competition and grow sales. The goal of this study is to assess the impact of brand association tactics on the sales growth of flour milling enterprises. The major technique of data collection was administered questionnaire to the sales and marketing employees of the selected flour milling enterprises in Lagos State. The findings indicated that brand connections have a positive and considerable impact on sales growth. The study recommends that brand managers should also ensure that customers' interactions with the brand remain consistent in order to generate sales growth.

查看原文本刊更多论文

品牌关联与销售增长:尼日利亚面粉业的研究

品牌在顾客心中形成了对公司产品或服务的强烈而积极的看法。然而，这些企业中的大多数都在努力利用品牌战略使自己与竞争对手区分开来，并增加销售额。本研究的目的是评估品牌联想策略对制粉企业销售成长的影响。数据收集的主要方法是对拉各斯州选定的面粉加工企业的销售和营销人员进行问卷调查。研究结果表明，品牌联系对销售增长有积极而可观的影响。该研究建议，品牌经理还应确保客户与品牌的互动保持一致，以促进销售增长。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

International Journal of Entrepreneurial Behavior & Research Multiple-

CiteScore

10.20

自引率

16.40%

发文量

期刊介绍： The International Journal of Entrepreneurial Behavior & Research (IJEBR) has a unique focus on publishing original research related to the human and social dynamics of entrepreneurship, and entrepreneurial management in small and growing organizations. The journal has an international perspective on entrepreneurship and publishes conceptual papers and empirical studies which bring together issues of interest to academic researchers and educators, policy-makers and practitioners worldwide.The editorial team encourages high-quality submissions which advance the study of human and behavioural dimensions of entrepreneurship and smaller organizations. Examples of topics which illustrate the scope of the journal are provided below. Topicality Nascent entrepreneurship and new venture creation Management development and learning in smaller businesses Enterprise and entrepreneurship education, learning and careers Entrepreneurial psychology and cognition Management and transition in smaller, growing and family-owned enterprises Corporate entrepreneurship and venturing Entrepreneurial teams, management and organizations Social, sustainable and informal entrepreneurship National and international policy, historical and cultural studies in entrepreneurship Gender, minority and ethnic entrepreneurship Innovative research methods and theoretical development in entrepreneurship Resourcing and managing innovation in entrepreneurial ventures.