IDEAS home Printed from https://ideas.repec.org/a/bcp/journl/v8y2024i3p1707-1724.html
   My bibliography  Save this article

The Effectiveness of Exhibitions on Brand Awareness: The Case of Bakers Inn, Zimbabwe

Author

Listed:
  • Anthony Tapiwa Mazikana

    (University of Zimbabwe, Department of Business Management and Economics)

  • Hove Precious

    (Lecturer, Marondera University of Agricultural Sciences and Technology, Department of Agribusiness Management)

  • Blessing Kudzai Mabeng

    (Lecturer, Midlands State University, Department of Business & Entrepreneurship)

Abstract

This research study was based on the effectiveness of exhibitions on brand awareness in the case of Bakers Inn, Zimbabwe. Thus, this study documents how brand awareness rests on the effectiveness of exhibitions as a way to ensure that customers are conscious of the Bakers Inn products. Sub headings were created and organized in such a way as to give relevant details about the phenomenon under scrutiny and what the existing body of authors have said on this area as it affects brand awareness. The study employed qualitative research methods through the use of phenomenology research design and also made use of questionnaires and interviews to gather data. The data was collected from the study population sample of 18 respondents, with 18 undergoing interviews and 18 again were asked to fill in the questionnaires in order for the researcher to draw information that would answer the research questions and also respond to the research objectives of the study. Tables, graphs and pie charts were employed to give visual explanation of the data collected from the respondents. It has emerged from the findings that Bakers in has been in operation for decades but looking at the time frame which the study was based on (2018 to 2021) it can be noted that there were various challenges that faced Bakers inn in its operations. Exhibitions in particular as a marketing strategy faced numerous setbacks towards the end of 2019 and early 2020 owing to the growing effects of Covid-19 pandemic which brought all businesses to an inevitable halt. The turn of events today has seen a great shift in the way of doing business and thus, looking at exhibitions, trade shows and road shows in the above stated period with regards to Bakers Inn, were banned due to the adverse effects of the Covid-19 pandemic and the social distancing protocols set up. From the findings of the study, it can be recommended that, organizations, companies and industries need to take serious information and communication technology lessons so as to ensure that their employees are digitally equipped to conduct business as usual through online platforms and means in the event of any pandemic emerging as it may adversely affect the business.

Suggested Citation

  • Anthony Tapiwa Mazikana & Hove Precious & Blessing Kudzai Mabeng, 2024. "The Effectiveness of Exhibitions on Brand Awareness: The Case of Bakers Inn, Zimbabwe," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(3), pages 1707-1724, March.
    • Handle: RePEc:bcp:journl:v:8:y:2024:i:3:p:1707-1724
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijriss/Digital-Library/volume-8-issue-3/1707-1724.pdf
    Download Restriction: no
    File URL: https://rsisinternational.org/journals/ijriss/articles/the-effectiveness-of-exhibitions-on-brand-awareness-the-case-of-bakers-iin-zimbabwe/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Homburg, Christian & Klarmann, Martin & Schmitt, Jens, 2010. "Brand awareness in business markets: When is it related to firm performance?," International Journal of Research in Marketing, Elsevier, vol. 27(3), pages 201-212.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Block, Jörn H. & Fisch, Christian O. & Hahn, Alexander & Sandner, Philipp G., 2015. "Why do SMEs file trademarks? Insights from firms in innovative industries," Research Policy, Elsevier, vol. 44(10), pages 1915-1930.
    2. Ashwin W. Joshi, 2017. "OEM implementation of supplier-developed component innovations: the role of supplier actions," Journal of the Academy of Marketing Science, Springer, vol. 45(4), pages 548-568, July.
    3. Amalesh Sharma & Sourav Bikash Borah & Aditya Christopher Moses, 2024. "Achieving social and economic sustainability through innovations in transformative services: A case of healthcare organizations in an emerging market," Journal of the Academy of Marketing Science, Springer, vol. 52(5), pages 1366-1390, October.
    4. Wuryanti Kuncoro & Hanifah Azhar Windyasari, 2021. "Consumer Purchasing Decision Improvement Model through Brand Image, Religiosity, Brand Ambassador and Brand Awareness," International Business Research, Canadian Center of Science and Education, vol. 14(8), pages 1-42, August.
    5. Yousef Ahmad El Dameh & Hamad AL Ghadeer, 2021. "The Impact of Traditional Direct Marketing on Creating Brand Awareness: Case Study on IKEA in Jordan," International Journal of Business and Management, Canadian Center of Science and Education, vol. 14(3), pages 130-130, July.
    6. Walsh, Gianfranco & Bartikowski, Boris, 2013. "Exploring corporate ability and social responsibility associations as antecedents of customer satisfaction cross-culturally," Journal of Business Research, Elsevier, vol. 66(8), pages 989-995.
    7. Mobin Fatma & Imran Khan, 2023. "Corporate Social Responsibility and Brand Advocacy among Consumers: The Mediating Role of Brand Trust," Sustainability, MDPI, vol. 15(3), pages 1-10, February.
    8. Ljiljana Bozic, 2020. "Sources of Business Growth at Different Levels of Innovativeness: Case of Firms in EU Countries," Managing Global Transitions, University of Primorska, Faculty of Management Koper, vol. 18(2 (Summer), pages 127-145.
    9. Farai Chigora & Promise Zvavahera, 2015. "Awareness Completes Brand Loyalty: Reality of Zimbabwe Tourism Destination," Business and Management Horizons, Macrothink Institute, vol. 3(2), pages 60-69, December.
    10. Akareem, Husain Salilul & Ferdous, Ahmed Shahriar & Todd, Mikala, 2021. "Impact of patient portal behavioral engagement on subsistence consumers' wellbeing," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 501-517.
    11. Raddats, Chris & Roper, Stuart & Ashman, Rachel, 2024. "The role of services in creating brand loyalty for B2B manufacturers," Journal of Business Research, Elsevier, vol. 174(C).
    12. Glynn, Mark S., 2012. "Primer in B2B brand-building strategies with a reader practicum," Journal of Business Research, Elsevier, vol. 65(5), pages 666-675.
    13. Luqman, Adeel & Talwar, Shalini & Masood, Ayesha & Dhir, Amandeep, 2021. "Does enterprise social media use promote employee creativity and well-being?," Journal of Business Research, Elsevier, vol. 131(C), pages 40-54.
    14. Kocaman, Barış & Gelper, Sarah & Langerak, Fred, 2023. "Till the cloud do us part: Technological disruption and brand retention in the enterprise software industry," International Journal of Research in Marketing, Elsevier, vol. 40(2), pages 316-341.
    15. Querbach, Stephanie & Waldkirch, Matthias & Kammerlander, Nadine, 2022. "Benefitting from benefits—A comparison of employee satisfaction in family and non-family firms," Journal of Family Business Strategy, Elsevier, vol. 13(2).
    16. Wei Liu & Zongshui Wang & Hong Zhao, 2020. "Comparative study of customer relationship management research from East Asia, North America and Europe: A bibliometric overview," Electronic Markets, Springer;IIM University of St. Gallen, vol. 30(4), pages 735-757, December.
    17. Fenfang Lin & Wai-Sum Siu, 2020. "Exploring brand management strategies in Chinese manufacturing industry," Journal of Brand Management, Palgrave Macmillan, vol. 27(1), pages 48-76, January.
    18. Dawei Liu & Jinyang Yu, 2024. "Impact of perceived diagnosticity on live streams and consumer purchase intention: streamer type, product type, and brand awareness as moderators," Information Technology and Management, Springer, vol. 25(3), pages 219-232, September.
    19. Teresa Ruão & Sandra Marinho & Sara Balonas & Ana Duarte Melo & Ana Isabel Lopes, 2016. "Brand Management at a Local Scale: A Case of ‘Ghost Awareness’," Corporate Reputation Review, Palgrave Macmillan, vol. 19(2), pages 179-193, April.
    20. Wang, Shuai & Ma, Shuang, 2023. "Is product customization always beneficial in the context of C2M platforms? A signaling theory perspective," Technological Forecasting and Social Change, Elsevier, vol. 197(C).

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bcp:journl:v:8:y:2024:i:3:p:1707-1724. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Pawan Verma (email available below). General contact details of provider: https://rsisinternational.org/journals/ijriss/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.