Branding and Consumer Purchase Decision of Fast–Moving Consumer Goods (FMCG) in Akwa Ibom State, Nigeria

Okokon B. Attih
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Okokon B. Attih: Department of Marketing, Faculty of Management Sciences, Akwa Ibom State University, P.M. B. 1167, Uyo, Obio Akpa Campus, Oruk Anam L.G.A., Akwa Ibom State, Nigeria.

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 4, 968-974

Abstract: Branding has become a very important strategic marketing tool for manufacturers to differentiate their products in the highly competitive markets. Despite the importance of branding to help consumers’ identify and differentiate manufacturers’ products from its competitors as well as foster long-term relationship and loyal customers, some brands cannot compete in the market because of poor branding image. This study is based on the theories of brand equity and self-congruity that explain the relationship between branding and consumer purchase decision. It adopts a positivist research approach, focusing on objective measuring the relationship between branding and consumer purchase decision. This study focused on three dimensions of branding-brand name, brand mark, and trade name as independent variables and consumer purchase decision as dependent variable. The survey research design was used to gather the primary data from the respondents. Data for the study were obtained through a questionnaire administered to 240 respondents selected using a convenience sampling technique. Hypotheses were tested using Pearson Moment Correlation at 0.05 level of significance with p

Date: 2025
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