IIARD International Institute of Academic Research and Development

Journal of Business and African Economy (JBAE )

E-ISSN 2545-5281
P-ISSN 2695-2238
VOL. 9 NO. 3 2023
DOI: https://doi.org/10.56201/jbae.v9.no3.2023.pg121.133

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Brand Personality Improvement and Marketing Performance of Beverage Manufacturing Companies in Rivers State

HARCOURT Horsfall, PhD

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Abstract

This study investigated the relationship between brand personality improvement and marketing performance. The population of the study comprised 27 food and beverage manufacturing companies in Rivers State and 108 respondents comprising procurement managers, logistics managers, sales managers, and marketing managers provided primary data for the study through structured questionnaire designed in Likert 5- point scale. The reliability of the study instrument was determined by Cronbach Alpha reliability test, and 3 null hypotheses were tested using Spearman’s rank order correlation with the aid of the Statistical Package for Social Science version 26.0. Test of hypotheses revealed that brand personality improvement has a moderate, positive and statistically significant relationship with marketing performance. The study concluded that brand personality improvement significantly relates to marketing performance of food and beverage manufacturing companies in Rivers State: and recommended that, the management of the food and beverage firms should improve the attractiveness of their personality and identity through the engagement in actions and practices that focus on the advancement of factors such as service quality and value to customers; thus, contributing towards enhancing the marketing performance of the food and beverage companies in Rivers State.

keywords:

Brand personality improvement, marketing performance, customer retention, customer acquisition, customer commitment.

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References:

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