Effect of service brand equity on brand relationship of selected fast food in Nigeria
Companies with a strong brand are less vulnerable to competitors’ marketing methods, resulting in higher profit margins, both economically and socially. In addition, there is the issue of long-term customer loyalty and trust. Brands, in this sense, are intangible assets that play a key role in asses...
| Autores: | , , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2023 |
| País: | España |
| Institución: | Universidad de Sevilla (US) |
| Repositorio: | idUS. Depósito de Investigación de la Universidad de Sevilla |
| OAI Identifier: | oai:idus.us.es:11441/149067 |
| Acceso en línea: | https://hdl.handle.net/11441/149067 https://doi.org/10.12795/IROCAMM.2023.v06.i02.05 |
| Access Level: | acceso abierto |
| Palabra clave: | Advertising Brand Consumption Marketing Consumo Marca Publicidad |
| Sumario: | Companies with a strong brand are less vulnerable to competitors’ marketing methods, resulting in higher profit margins, both economically and socially. In addition, there is the issue of long-term customer loyalty and trust. Brands, in this sense, are intangible assets that play a key role in assessing customer needs and wants and offering them something better than the competition. Based on this premise, the objective of this study is to examine the relationship between service brand equity and brand strength. The methodology used was based on descriptive surveys, studying a group of individuals in a natural context, using primary sources. This was carried out in Lagos State, Nigeria. The results point to evidence of superior profits for companies with strong brands compared to their competitors, as their brands are widely known and respected. If consumers are attracted to a company’s brand and associate themselves favourably with it, these customers can become the company’s most lucrative clientele. |
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