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Impact of Product Branding on Sales Revenue of Listed Companies in Ghana

Author

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  • Michael Yeboah

Abstract

This paper investigates short-run and long-run impact of product branding on sales revenues of Unilever (Ghana) Limited. The paper focused on Unilever (Ghana) Limited because it is one of the distribution companies listed on Ghana Stock Exchange with more strategic focus on product branding. Time series regression was used to investigate the impacts of product branding on sales revenue and data covered 1984-2014 financial years. The paper adopted VECM for impact estimation. The results indicate that product branding has long-run positive impact on sales revenue but did not have significant short-run impact on sales revenue. The paper recommends a continuous product branding to ensure sustainable growth in sales volumes and higher profits.

Suggested Citation

  • 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.
    • Handle: RePEc:hur:ijarbs:v:6:y:2016:i:9:p:112-124
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    Citations

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    Cited by:

    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(7), pages 727-731, July.
    2. 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.
    3. Nadanyiova Margareta & Gajanova Lubica & Moravcikova Dominika & Olah Judit, 2019. "The Brand Value and its Impact on Sales in Automotive Industry," LOGI – Scientific Journal on Transport and Logistics, Sciendo, vol. 10(1), pages 41-49, May.

    More about this item

    Keywords

    Product Branding; Sales Revenue;

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