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Influence of Personal Selling on Brand Performance of Retail Shoe Companies in Nairobi Central Business District

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  • Caroline Muthoni Muchina
  • Barrack Okello

Abstract

Many organizations all over the world are currently engaged in branding themselves or their products in order to position themselves competitively in the market. Organizations and businesses in general embrace the concept of branding as a dominant strategy because a strong brand provides added value to both the seller and buyer, which is attributable to the concept of brand equity. The branding is usually done along the theme of the day and is informed by the perceived demands of the market and the target clients. The branding can range from a simple facelift to a complete overhaul of both operations and products. However, though through observation it is evident that many businesses at some point engage in personal selling, most do not involve the promotion of their own brands save for few firms such as retail shoes companies in Nairobi central district. However, the power of personal selling on the brand performance of even well- known brands such as retail shoes companies is lacking. Therefore, the main objective of this study was to assess the influence of personal selling on brand performance focusing on retail shoes companies in Nairobi central district. It specifically wanted; to determine how promoting brand knowledge through personal selling influences brand performance; to establish how enhance communication through personal selling influences brand performance; to examine how increased interaction time through personal selling influences brand performance; to assess how relationship building through personal selling influences brand performance.

Suggested Citation

  • Caroline Muthoni Muchina & Barrack Okello, 2016. "Influence of Personal Selling on Brand Performance of Retail Shoe Companies in Nairobi Central Business District," 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(5), pages 1-14, May.
    • Handle: RePEc:hur:ijarbs:v:6:y:2016:i:5:p:1-14
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    References listed on IDEAS

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    Cited by:

    1. Daliborka Blazheska & Ljupka Naumovska, 2016. "Socially Responsible Activities - An Efficient Tool for the Companies for Marketing Communication with the Consumers," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 6(3), pages 10-18, July.
    2. Adegbola Eunice Abimbola & Binuyo Adekunle Oluwole & Afolabi Gabriel Kolawole, 2020. "Effect of Integrated Marketing Communications on Customer Satisfaction of Selected Private Universities in South-West Nigeria," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 12(2), pages 1-78, July.

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