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Exploring the Effects of Brand Promotion and Brand Image Perception on Business Outcomes of Small-sized Agribusiness Firms

Author

Listed:
  • Chux Gervase Iwu

    (Faculty of Business and Management Sciences, Cape Peninsula University of Technology, South Africa)

  • Christian Nedu Osakwe

    (Department of Management and Marketing, Faculty of Management and Economics, Tomas Bata University in Zlín, nám. T. G. Masaryka 5555, 760 01 Zlín, Czech Republic)

  • Joseph Omotosho Ajayi

    (Department of Agricultural and Resource Economics, Federal University of Technology, Akure, Nigeria)

Abstract

To date there is hardly any empirical evidence in academic literature that branding, particularly brand promotion and brand image perception, plays any significant role in the performance of small-sized agribusiness, especially those in the Sub-Saharan (SSA) region. This study was triggered by the need to fill this vacuum. Survey data were collected from small-sized agribusiness firms in one of the SSA economic 'powerhouses', which is Nigeria. Employing a contemporary research technique, specifically the Consistent Partial Least Square Structural Equation Modeling (denoted as PLSc), the study found that both brand promotion and brand image perception are instrumental for enhancing the organizational performance of small agribusinesses. In sum, the findings lend empirical support to the extant literature on brand promotion and brand image perception as precursors to the performance of firms regardless of a its size and business location. The implications of study, limitation and future research directions are further highlighted in the concluding section of the paper.

Suggested Citation

  • Chux Gervase Iwu & Christian Nedu Osakwe & Joseph Omotosho Ajayi, 2015. "Exploring the Effects of Brand Promotion and Brand Image Perception on Business Outcomes of Small-sized Agribusiness Firms," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 63(5), pages 1661-1669.
    • Handle: RePEc:mup:actaun:actaun_2015063051661
    DOI: 10.11118/actaun201563051661
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    References listed on IDEAS

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    1. Narula, R. & Ashok, M. & Martinez-Noya, A., 2014. "End-user collaboration for process innovation in services: The role of internal resources," MERIT Working Papers 019, United Nations University - Maastricht Economic and Social Research Institute on Innovation and Technology (MERIT).
    2. Minten, Bart & Singh, K.M. & Sutradhar, Rajib, 2013. "Branding and agricultural value chains in developing countries: Insights from Bihar (India)," Food Policy, Elsevier, vol. 38(C), pages 23-34.
    3. Roucan-Kane, Maud & Peake, Whitney O., 2007. "Milking The Most From Your Promotional Dollars: An Analysis Of Agribusiness Firms Serving U.S.Agricultural Producers," Working papers 7331, Purdue University, Department of Agricultural Economics.
    4. Tomšík, K. & Smutka, L. & Lubanda, J.-P. E. & Rohn, H., 2015. "Position of Agriculture in Sub-Saharan GDP Structure and Economic Performance," AGRIS on-line Papers in Economics and Informatics, Czech University of Life Sciences Prague, Faculty of Economics and Management, vol. 7(1), pages 1-12, March.
    5. Jon H. Hanf & Rainer Kühl, 2005. "Branding and its consequences for German agribusiness," Agribusiness, John Wiley & Sons, Ltd., vol. 21(2), pages 177-189.
    6. Maud ROUCAN-KANE & Whitney O. PEAKE, 2007. "Milking The Most From Your Promotional Dollars: An Analysis Of Agribusiness Firms Serving U.S.Agricultural Producers," Working Papers 07-05, Purdue University, College of Agriculture, Department of Agricultural Economics.
    7. Eggers, Fabian & O’Dwyer, Michele & Kraus, Sascha & Vallaster, Christine & Güldenberg, Stefan, 2013. "The impact of brand authenticity on brand trust and SME growth: A CEO perspective," Journal of World Business, Elsevier, vol. 48(3), pages 340-348.
    8. Narula, R. & Ashok, M. & Martinez-Noya, A., 2014. "End-user collaboration for process innovation in services: The role of internal resources," MERIT Working Papers 2014-019, United Nations University - Maastricht Economic and Social Research Institute on Innovation and Technology (MERIT).
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