Open AccessBRAND TRAITS AND BRAND PERFORMANCE OF AUTOMOBILE MARKETING FIRMS IN SOUTH-S0UTH OF NIGERIA
Author(s) -
Horsfall Harcourt
Publication year - 2021
Publication title -
research journal of management practice
Language(s) - English
Resource type - Journals
ISSN - 2782-7674
DOI - 10.46654/rjmp.7114
Subject(s) - marketing , business , brand equity , cronbach's alpha , brand awareness , quality (philosophy) , sample (material) , population , descriptive statistics , advertising , brand management , conceptual framework , statistics , mathematics , philosophy , chemistry , demography , epistemology , chromatography , sociology , service (business)
This study examined the influence of brand traits on brand performance of automobile marketing firms in South-South, Nigeria. A conceptual framework was used to illustrate a diagrammatic relationship between dependent and independent variable. The study adopted descriptive research design. The target population was 129 automobile marketing firms in South-South, Nigeria. The study used simple random sampling technique to select 2 respondents each from the 129 automobile marketing firms. The sample size was taken to be 258. A pilot study was carried out to refine the instrument. The quality and consistency of the survey was further assessed using Cronbach's alpha. 258 copies of questionnaire were distributed to respondents, and the number of completed and usable response was 235 out of 258 responses. After data cleaning, 200 (85%) copies of questionnaire were found useful for the analysis. Data analysis was performed on a computer using Statistical Package for Social Science (SPSS Version 22) for Windows. Analysis was done using regression analysis. The study revealed that the components of brand traits significantly influence brand price sensitivity and brand alignment. The study therefore concludes that, brand traits significantly influence brand performance of automobile marketing firms in South-South of Nigeria, and recommends amongst others that managers of automobile marketing firms should position strategically, brand sincerity as identified by this study to brand performance, since the study unveiled its statistical significant influence on the metrics of brand performance (brand price sensitivity and brand alignment).