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Effect of Cultural Values on Brand Equity of Nigerian Breweries PLC Products in Lagos State, Nigeria

Author

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  • Kareem Arikewuyo
  • Olanrewaju Ogunsola
  • Nwagwu John

Abstract

This paper examined the effect of cultural values (CLV) on brand equity (BDQ), using consumers of Nigerian Breweries PLC products. The study was carried out on consumers in Ojo Local Government Area of Lagos State. The paper adopted descriptive research design, using primary data for the study. As a result of the heterogeneous and infinite nature of the population, Cochran (1977) infinite sample size determination method was adopted. With the aid of convenience sampling techniques, structured questionnaires were used to collect the data needed from 384 customers. Data were analyzed using simple percentages, mean, standard deviation and simple linear regression analyses (SLRA). Findings revealed that cultural value explained 41.4% of brand equity. The proposed regression model reaches statistical significance at F (1, 332) = 234.566, p

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Handle: RePEc:air:journl:v:12:y:2025:i:12:p:1965
DOI: 10.22034/ijmae.2025.234914
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