IIARD International Institute of Academic Research and Development

WORLD JOURNAL OF FINANCE AND INVESTMENT RESEARCH (WJFIR )

E-ISSN 2550-7125
P-ISSN 2682-5902
VOL. 9 NO. 2 2025
DOI: 10.56201/wjfir.v9.no2.2025.pg54.65

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Entrepreneurial Branding and Business Success of SMES In Port Harcourt.

Chikere, PC, PhD

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Abstract

The study investigated the relationship between entrepreneurial branding and business success of SMEs in Port Harcourt. The study utilized cross-sectional survey and a population of 2596 SMEs in Port Harcourt was covered. A sample size of 310 was drawn from the population using Krejcie and Morgan table. The simple random sampling was adopted and the data were gathered using copies of questionnaire which were personally administered to respondents. The predictor variable (entrepreneurial branding) was measured using brand image and brand name. The criterion variable was operationalized using repeat patronage and customer loyalty. 5 items were used in measuring each of the variables and the item were given on a 4-point likert scare ranging from strongly disagree, disagree, agree and strongly agree. The Spearman Rank Order Correlation was used in testing the stated hypotheses. The result revealed that entrepreneurial branding showed a positive and significant relationship with business success of SMEs in Port Harcourt, Rivers State, brand image and brand name also showed a positive and significant relationship with business success of SMEs in Port Harcourt. The study concluded that entrepreneurial branding via brand image and brand name is a significant predictor of business success of SMEs in Port Harcourt. The study recommends that SMEs in Port Harcourt should adopt a brand name for their products as it would increase their business success and Also, SMEs in Port Harcourt should have a good brand image in order to have competitive advantage.

keywords:

entrepreneurial branding, brand image, brand name and business success.

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