Brand credibility and marketing performance in the Nigerian brewery industry

  • A. P. Olannye Department of Business Administration and Marketing, Faculty of Management Sciences, Delta State University, Asaba Campus, Nigeria
  • Raphael Ndidi Dibie Department of Business Administration and Marketing, Faculty of Management Sciences, Delta State University, Asaba Campus, Nigeria
Keywords: brand credibility, brand image, brand trust, marketing performance, perceived product quality

Abstract

Brand credibility is the relevant symbols which make firms to be honest about their products and services and to examine complaints. The general objective of the study is to examine the effect of brand credibility on marketing performance in the Nigerian Brewery Industry. The study engaged the cross-sectional survey research design method and stratified random sampling technique. A sample size of 205 employees of the selected firms was randomly selected from the total population of 442. A structured questionnaire was used to obtain vital data from the respondents. In this study, the statistical techniques that were used include descriptive statistics and multiple regression analysis. Findings should that brand trust, perceived product quality and brand image have a significant positive relationship with marketing performance. The study, therefore, concluded that brand credibility has a positive effect on marketing performance in the Nigerian Brewery Industry. The study recommended that companies should develop long-lasting brand credibility to influence the intentions of consumers. And it can be established by giving expertise, trustworthiness and attractiveness to consumers.

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Published
2020-10-02
How to Cite
Olannye, A. P., & Dibie, R. N. (2020). Brand credibility and marketing performance in the Nigerian brewery industry. International Journal of Social Sciences and Humanities, 4(3), 56-67. https://doi.org/10.29332/ijssh.v4n3.452
Section
Research Articles