Effect Of Corporate Branding on Sales Volume of Selected Manufacturing Firms In Kano State, Nigeria
DOI:
https://doi.org/10.61143/umyu-jafr.5(1)2023.003Keywords:
brand;, sales volume;, perceived quality, brand associationAbstract
This study examines the effect of corporate branding on sales volume of manufacturing firms in Kano state, Nigeria. The population of this study is 1168 out of which a sample size of 369 was selected as sample size and a survey research design was employed. The study used multiple regression and the findings indicate that brand awareness significantly affect sales volume of manufacturing firms in Kano state, Nigeria. That there is a positive relationship between brand associations and sales volume of manufacturing firms in Kano state, Nigeria. That perceived quality significantly influences sales volume of manufacturing firms in Kano state, Nigeria. The study concluded that branding enable customers to distinguish between different products and services and recognize what they perceive satisfies their needs the most. The study recommended that manufacturing firms should adopt brand awareness so as to ensure that customers’ recall and recognize the brand as reflected by their ability and to identify the brand under different conditions which will promote firms’ sales volume.
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