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Brand Association and Sales Growth: The Flour Milling Industry Experience

Author

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  • Adeoye, I.A.

    (Department of Business Administration, Elizade University, Ilara-Mokin, Ondo State, Nigeria)

  • Ayodele, O.E.

    (Department of Business Administration, Caleb University, Imota, Lagos State, Nigeria)

  • Adesuyi, I.O

    (Department of Business Administration, Elizade University, Ilara-Mokin, Ondo State, Nigeria)

  • Ayo, M.F

    (Department of Management and Accounting, Lead City University, Ibadan, Oyo State, Nigeria)

Abstract

Branding has developed in the minds of customers a strong and positive perception of a company’s products or services. However, most of these businesses struggle to use branding strategy to differentiate themselves from competition and grow sales. The goal of this study is to assess the impact of brand association tactics on the sales growth of flour milling enterprises. The major technique of data collection was administered questionnaire to the sales and marketing employees of the selected flour milling enterprises in Lagos State. The findings indicated that brand connections have a positive and considerable impact on sales growth. The study recommends that brand managers should also ensure that customers’ interactions with the brand remain consistent in order to generate sales growth.

Suggested Citation

  • 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.
    • Handle: RePEc:bcp:journl:v:5:y:2021:i:07:p:727-731
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    References listed on IDEAS

    as
    1. 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.
    2. Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.
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