IDEAS home Printed from https://ideas.repec.org/a/bcp/journl/v5y2021i7p727-731.html
   My bibliography  Save this article

Brand Association and Sales Growth: The Flour Milling Industry Experience

Author

Listed:
  • Adeoye, I.A.

    (Department of Business Administration, Elizade University, Ilara-Mokin, Ondo State, Nigeria)

  • Ayodele, O.E.

    (Department of Business Administration, Caleb University, Imota, Lagos State, Nigeria)

  • Adesuyi, I.O

    (Department of Business Administration, Elizade University, Ilara-Mokin, Ondo State, Nigeria)

  • Ayo, M.F

    (Department of Business Administration, Elizade University, Ilara-Mokin, Ondo State, Nigeria)

Abstract

Branding has developed in the minds of customers a strong and positive perception of a company’s products or services. However, most of these businesses struggle to use branding strategy to differentiate themselves from competition and grow sales. The goal of this study is to assess the impact of brand association tactics on the sales growth of flour milling enterprises. The major technique of data collection was administered questionnaire to the sales and marketing employees of the selected flour milling enterprises in Lagos State. The findings indicated that brand connections have a positive and considerable impact on sales growth. The study recommends that brand managers should also ensure that customers’ interactions with the brand remain consistent in order to generate sales growth.

Suggested Citation

  • Adeoye, I.A. & Ayodele, O.E. & Adesuyi, I.O & Ayo, M.F, 2021. "Brand Association and Sales Growth: The Flour Milling Industry Experience," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 5(7), pages 727-731, July.
    • Handle: RePEc:bcp:journl:v:5:y:2021:i:7:p:727-731
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijriss/Digital-Library/volume-5-issue-7/727-731.pdf
    Download Restriction: no
    File URL: https://www.rsisinternational.org/virtual-library/papers/brand-association-and-sales-growth-the-flour-milling-industry-experience/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Michael Yeboah, 2016. "Impact of Product Branding on Sales Revenue of Listed Companies in Ghana," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 6(9), pages 112-124, September.
    2. Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Adeoye, I.A. & Ayodele, O.E. & Adesuyi, I.O & Ayo, M.F, 2021. "Brand Association and Sales Growth: The Flour Milling Industry Experience," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 5(07), pages 727-731, July.
    2. Block, Jörn H. & Fisch, Christian O. & Hahn, Alexander & Sandner, Philipp G., 2015. "Why do SMEs file trademarks? Insights from firms in innovative industries," Research Policy, Elsevier, vol. 44(10), pages 1915-1930.
    3. Venkatesh Shankar & Pablo Azar & Matthew Fuller, 2008. "—: A Multicategory Brand Equity Model and Its Application at Allstate," Marketing Science, INFORMS, vol. 27(4), pages 567-584, 07-08.
    4. Tohru Yoshioka-Kobayashi & Tomofumi Miyanoshita & Daisuke Kanama, 2020. "Revisiting incremental product innovations in the food-manufacturing industry: an empirical study on the effect of intellectual property rights," Journal of Economic Structures, Springer;Pan-Pacific Association of Input-Output Studies (PAPAIOS), vol. 9(1), pages 1-19, December.
    5. Ashish Sood & Gerard J. Tellis, 2009. "Do Innovations Really Pay Off? Total Stock Market Returns to Innovation," Marketing Science, INFORMS, vol. 28(3), pages 442-456, 05-06.
    6. Melanie Bowen & Xiaohan Hannah Wen & Shinhye Kim, 2023. "A lure or a turn-off: social media reactions to business model innovation announcements," Marketing Letters, Springer, vol. 34(1), pages 13-33, March.
    7. Rishi Kant & Deepak Jaiswal & Suyash Mishra, 2017. "The Investigation of Service Quality Dimensions, Customer Satisfaction and Corporate Image in Indian Public Sector Banks: An Application of Structural Equation Model(SEM)," Vision, , vol. 21(1), pages 76-85, March.
    8. Kim, Sang-Joon & Bae, John & Oh, Hannah, 2019. "Financing strategically: The moderation effect of marketing activities on the bifurcated relationship between debt level and firm valuation of small and medium enterprises," The North American Journal of Economics and Finance, Elsevier, vol. 48(C), pages 663-681.
    9. Badrinarayanan, Vishag & Becerra, Enrique P., 2019. "Antecedents and consequences of shoppers' attitude toward branded store-within-stores: An exploratory framework," Journal of Business Research, Elsevier, vol. 105(C), pages 189-200.
    10. Bae, John & Kim, Sang-Joon & Oh, Hannah, 2017. "Taming polysemous signals: The role of marketing intensity on the relationship between financial leverage and firm performance," Review of Financial Economics, Elsevier, vol. 33(C), pages 29-40.
    11. van Esch, Patrick & Gadsby, Casey Lynn, 2019. "Marketing the healthiness of sports drinks: From physiological to cognitive based benefits," Australasian marketing journal, Elsevier, vol. 27(3), pages 179-186.
    12. Cristina Moreira & Ana Côrte-Real & Paulo Lencastre, 2010. "The image of Agriculture in Portugal," Working Papers de Gestão (Management Working Papers) 04, Católica Porto Business School, Universidade Católica Portuguesa.
    13. Stefan Buehler & Daniel Halbheer, 2011. "Selling when Brand Image Matters," Journal of Institutional and Theoretical Economics (JITE), Mohr Siebeck, Tübingen, vol. 167(1), pages 102-118, March.
    14. Vlad I. Rosca & Cristina Veronica Partenie, 2018. "A theoretical overview on understanding customer-based brand equity," Journal of Community Positive Practices, Catalactica NGO, issue 4, pages 19-28.
    15. Maria Ángeles Alcaide González & Elena De La Poza Plaza & Natividad Guadalajara Olmeda, 2020. "The impact of corporate social responsibility transparency on the financial performance, brand value, and sustainability level of IT companies," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(2), pages 642-654, March.
    16. Yoshida, Masayuki & James, Jeffrey D. & Cronin, J. Joseph, 2013. "Sport event innovativeness: Conceptualization, measurement, and its impact on consumer behavior," Sport Management Review, Elsevier, vol. 16(1), pages 68-84.
    17. Dziechciarz-Duda Marta & Król Anna, 2017. "The Application of Multivariate Statistical Analysis to the Valuation of Durable Goods Brands," Statistics in Transition New Series, Polish Statistical Association, vol. 18(1), pages 75-90, March.
    18. de Oliveira, Marta Olivia Rovedder & Silveira, Cleo Schmitt & Luce, Fernando Bins, 2015. "Brand equity estimation model," Journal of Business Research, Elsevier, vol. 68(12), pages 2560-2568.
    19. Schaefers, Tobias & Falk, Tomas & Kumar, Ashish & Schamari, Julia, 2021. "More of the same? Effects of volume and variety of social media brand engagement behavior," Journal of Business Research, Elsevier, vol. 135(C), pages 282-294.
    20. Teresa Barros & Paula Rodrigues & Nelson Duarte & Xue-Feng Shao & F. V. Martins & H. Barandas-Karl & Xiao-Guang Yue, 2020. "The Impact of Brand Relationships on Corporate Brand Identity and Reputation—An Integrative Model," JRFM, MDPI, vol. 13(6), pages 1-21, June.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bcp:journl:v:5:y:2021:i:7:p:727-731. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Pawan Verma (email available below). General contact details of provider: https://www.rsisinternational.org/journals/ijriss/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.