Assessing the Role of Advertising and Sales Promotion on Brand Equity (Published)
The study investigates the role of advertising and sales promotion on brand equity. An identical number of questionnaires were administered for the study of which 269 were accurately completed and returned. Descriptive analysis was carried out and the Statistical Package for Social Science was used to test the study’s hypothesis. Structural equation modelling (SEM) has been used to test the measurement and structural models. Advertising spends has a positive effect on brand loyalty and perceived quality and which are significant. More so, the advertising spends has a positive effect on band association, but insignificant. On the contrary, the advertising spends showed a negative effect on the perceived quality. Likewise, Attitudes toward advertisements have a negative effect on perceived quality, brand awareness and brand loyalty and significant. However, the Attitudes toward advertisements had a positive effect on brand association and significant. Monetary promotions have a positive effect on perceived quality and brand loyalty and significant. Also, monetary promotions had a negative association with brand association and brand awareness and significant. There is a positive effect of non-monetary promotions on brand associations and brand awareness and significant. However, non-monetary promotions positively influence perceived quality and brand loyalty but not significant.
Keywords: Angola, Brand Equity, LG, Sales Promotion.
The Effect of Perceived Value and Sales Promotion on Repurchase Intention by Mediation of Fund User Customer Satisfaction at Supermal Lippo Karawaci Tangerang (Published)
The effect of Perceived Value and Sales Promotion on Repurchase Intention by mediating Customer Satisfaction for user of DANA in Supermal Lippo Karawaci, Tangerang. The population in this study is the user of DANA in Supermal Lippo Karawaci, Tangerang. This research sample amounted 75 the user of DANA in Supermal Lippo Karawaci, Tangerang. In this study the methode used to analysis is the non-probability sampling method with the research method used is descriptive research with a quantitative approach. Data analyze techniques used in this study are Structural Equation Modelling (SEM) with using analysis tools SmartPLS 3.0. The results of the study using SmartPLS 3.0 show that: (1) Perceived Value has a positive and significant effect on Repurchase Intention (2) Sales Promotion has a positive and significant effect on Repurchase Intention (3) Perceived Value has a positive and significant effect on Customer Satisfaction (4) Sales Promotion has a positive and significant effect on Customer Satisfaction (5) Customer Satisfaction has a positive and significant effect on Repurchase Intention.
Keywords: Customer Satisfaction, Perceived Value, Repurchase intention, Sales Promotion.
Impact of Personal Selling and Sales Promotion Strategy on Market Performance of Selected Manufacturing Companies in Lagos State, Nigeria (Published)
Understanding how personal selling and sales promotional strategy impact on the market performance after high capital investments is crucial to the contribution of the food and beverage companies in national economic growth; however, there is dearth of information on this subject matter. The main objective of the study is to examine the effect of personal selling and sales promotion strategy on the market performance of selected manufacturing companies in Lagos State Nigeria. specifically, the study determine the effect of sales promotion on the market performance of manufacturing companies in Lagos Nigeria and determine the effect of personal selling on the market performance of these manufacturing companies in Lagos Nigeria. Econometric technique involving descriptive research, correlation coefficient and multiple regressions was used for the data analysis. A population and sample of 24 product promotional related managers were drawn through a census sampling technique. Two research instruments – Annual Report/Financial Statement and Questionnaire were used for data collection. The result of the study indicates that there is significant predictive impact of sales promotional strategy on the market performance and that there is significant contribution of the promotional tool on the profit margin level of all six companies. the stud therefore conclude that personal selling and sales promotion strategy have positive and significant impact on market performance of selected manufacturing companies in Lagos, Nigeria. Amongst the recommendations is that staff saddle with the implementation of personal selling and sales promotional strategy should devote time and resources into it since it largely influence profitability of the companies.
Citation: Ibeh, J.I, Nnabuko J.O and Nwajimeje J.(2022) Impact of Personal Selling and Sales Promotion Strategy on Market Performance of Selected Manufacturing Companies in Lagos State, Nigeria; British Journal of Marketing Studies, Vol. 10, Issue 5, pp.,54-74
Keywords: Manufacturing Companies, Market Performance, Nigeria, Personal Selling, Sales Promotion.
THE INFLUENCE OF BRAND IMAGE AND PROMOTIONAL MIX ON CONSUMER BUYING DECISION- A STUDY OF BEVERAGE CONSUMERS IN LAGOS STATE, NIGERIA (Published)
The objective of the study was to evaluate the influence of brand image and promotional mix on consumer buying decision. Descriptive survey research design was adopted as the study guide. Judgemental and purposive sampling techniques were used in which four hundred (400) copies of the research instrument were administered to beverage consumers in Lagos State, Nigeria, out of which three hundred and eighty four (384) copies of the questionnaire were filled and returned. Pearson Product Moment correlation was used to analyse the data generated from the respondents. The findings revealed that brand image, advertising, sales promotion and personal selling have significant influence on consumer buying decision at .01 level (2-tailed). The study concluded that the way a product is promoted coupled with the brand integrity of such product encourages consumers to purchase it and make repeat purchase of it, and as well enhances the referral of such product to other prospects. The study therefore recommended to the organizations, especially those that engage in the marketing of the fast-moving consumer goods, to focus on distinct promotional mix, as the study empirically proved that perception of brand image is capable of influencing consumer buying decision on sustainable basis. It is also recommended that each marketing company should adopt a combination of promotional mix that can bring about distinct outcomes in terms of turnover, improved market share, customer retention, profitability, and productivity among others.
Keywords: Advertising, Brand Image, Consumer Buying Decision, Personal Selling, Sales Promotion.