Brand Architecture and Performance of Water Bottling Firms in Nairobi City County, Kenya

Abstract

The broad objective of the study was to establish the effect of brand architecture on performance of water bottling firms in Nairobi City County, Kenya. The specific objectives were to determine the influence of brand architecture on firm performance. Testable hypothesis was derived from extant literature and tested through regression analysis. The study adopted a descriptive cross-sectional survey with primary data gathered from 209 major water bottling firms in Nairobi, using a semi-structured questionnaire. The study achieved a response rate of 67.9%. The data was analyzed using descriptive and inferential statistics. The research results revealed a statistically significant relationship between brand architecture and non-financial firm performance (R2 =0.704, F= 333.64, p-value<0.05); financial firm performance (R2 = 0.692, F= 314.904, p-value <0.05). These results are consistent with those of previous study findings on the relationship between brand architecture and firm performance. The study results will facilitate policy makers in the enactment of policies that will facilitate access to resources that promote investment in the brand development process linked to brand architecture. In practice, the findings will support managers in obtaining approval for additional resources required for brand architecture. The study underscores the significance of brand architecture in enhancing performance. The results of the study have contributed to theory, policy, and practice. The study outcomes enhance the existing brand architecture and firm performance body of knowledge, by empirically testing the hypotheses in the Kenyan context. Keywords: Brand Architecture, Firm Performance, Water Bottling Industry, Nairobi City County, Kenya