Product Branding on the Effectiveness and Performance of Manufacturing Industry

Adedayo Akeem Musari and Mofoluwake Folasayo Ayo

Business Management and Strategy, 2019, vol. 10, issue 2, 181-198

Abstract: The effectiveness of product branding can never be overemphasized as it affect to a large extent, the manufacturer’s performance of such brand. As a result, this study examines the effectiveness of product branding on the performance of manufacturing industry using Doyin Group Nigeria Limited as a case study. A sample of 140 participants which are broken down into 20 distributors, 70 consumers and 50 staffs of the company constituted the sample size for the study conducted. The questionnaire was used as the major instrument for data collection while analysis was done based on simple percentage. The results obtained from the analysis using chi-square revealed that the product branding has a strong effect on the performance of manufacturing industry of Doyin Group Nigeria limited. The study therefore recommends that organizations should employ the use of persistent product branding for good performance on both the features and qualities of their brand to prospective customers so as to build their customer base and ensure loyalty to the brand.

Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.macrothink.org/journal/index.php/bms/article/download/15770/12326 (application/pdf)
http://www.macrothink.org/journal/index.php/bms/article/view/15770 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:mth:bmsmti:v:10:y:2019:i:2:p:181-198

Access Statistics for this article

Business Management and Strategy is currently edited by Jean Lee

More articles in Business Management and Strategy from Macrothink Institute
Bibliographic data for series maintained by Technical Support Office ( this e-mail address is bad, please contact ).