Exploring the Effects of Brand Promotion and Brand Image Perception on Business Outcomes of Small-sized Agribusiness Firms

Chux Gervase Iwu, Christian Nedu Osakwe and Joseph Omotosho Ajayi
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Chux Gervase Iwu: Faculty of Business and Management Sciences, Cape Peninsula University of Technology, South Africa
Christian Nedu Osakwe: Department of Management and Marketing, Faculty of Management and Economics, Tomas Bata University in Zlín, nám. T. G. Masaryka 5555, 760 01 Zlín, Czech Republic
Joseph Omotosho Ajayi: Department of Agricultural and Resource Economics, Federal University of Technology, Akure, Nigeria

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2015, vol. 63, issue 5, 1661-1669

Abstract: To date there is hardly any empirical evidence in academic literature that branding, particularly brand promotion and brand image perception, plays any significant role in the performance of small-sized agribusiness, especially those in the Sub-Saharan (SSA) region. This study was triggered by the need to fill this vacuum. Survey data were collected from small-sized agribusiness firms in one of the SSA economic 'powerhouses', which is Nigeria. Employing a contemporary research technique, specifically the Consistent Partial Least Square Structural Equation Modeling (denoted as PLSc), the study found that both brand promotion and brand image perception are instrumental for enhancing the organizational performance of small agribusinesses. In sum, the findings lend empirical support to the extant literature on brand promotion and brand image perception as precursors to the performance of firms regardless of a its size and business location. The implications of study, limitation and future research directions are further highlighted in the concluding section of the paper.

Keywords: branding; brand promotion; brand image perception; Nigeria; organizational performance; small-sized agribusiness; SSA (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:mup:actaun:actaun_2015063051661

DOI: 10.11118/actaun201563051661

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