Exploring the Effects of Brand Promotion and Brand Image Perception on Business Outcomes of Small-sized Agribusiness Firms
To date there is hardly any empirical evidence in academic literature that branding, particularly brand promotion and brand image perception, plays any significant role in the performance of small-sized agribusiness, especially those in the Sub-Saharan (SSA) region. This study was triggered by the n...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Mendel University Press
2015-01-01
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| Series: | Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis |
| Subjects: | |
| Online Access: | https://acta.mendelu.cz/63/5/1661/ |
| _version_ | 1818056026259193856 |
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| author | Chux Gervase Iwu Christian Nedu Osakwe Joseph Omotosho Ajayi |
| author_facet | Chux Gervase Iwu Christian Nedu Osakwe Joseph Omotosho Ajayi |
| author_sort | Chux Gervase Iwu |
| collection | DOAJ |
| description | To date there is hardly any empirical evidence in academic literature that branding, particularly brand promotion and brand image perception, plays any significant role in the performance of small-sized agribusiness, especially those in the Sub-Saharan (SSA) region. This study was triggered by the need to fill this vacuum. Survey data were collected from small-sized agribusiness firms in one of the SSA economic ‘powerhouses’, which is Nigeria. Employing a contemporary research technique, specifically the Consistent Partial Least Square Structural Equation Modeling (denoted as PLSc), the study found that both brand promotion and brand image perception are instrumental for enhancing the organizational performance of small agribusinesses. In sum, the findings lend empirical support to the extant literature on brand promotion and brand image perception as precursors to the performance of firms regardless of a its size and business location. The implications of study, limitation and future research directions are further highlighted in the concluding section of the paper. |
| first_indexed | 2024-12-10T12:22:18Z |
| format | Article |
| id | doaj.art-370b232db8674dbb970e96ce8a61136e |
| institution | Directory Open Access Journal |
| issn | 1211-8516 2464-8310 |
| language | English |
| last_indexed | 2024-12-10T12:22:18Z |
| publishDate | 2015-01-01 |
| publisher | Mendel University Press |
| record_format | Article |
| series | Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis |
| spelling | doaj.art-370b232db8674dbb970e96ce8a61136e2022-12-22T01:49:01ZengMendel University PressActa Universitatis Agriculturae et Silviculturae Mendelianae Brunensis1211-85162464-83102015-01-016351661166910.11118/actaun201563051661Exploring the Effects of Brand Promotion and Brand Image Perception on Business Outcomes of Small-sized Agribusiness FirmsChux Gervase Iwu0Christian Nedu Osakwe1Joseph Omotosho Ajayi2Faculty of Business and Management Sciences, Cape Peninsula University of Technology, South AfricaDepartment of Management and Marketing, Faculty of Management and Economics, Tomas Bata University in Zlín, nám. T. G. Masaryka 5555, 760 01 Zlín, Czech RepublicDepartment of Agricultural and Resource Economics, Federal University of Technology, Akure, NigeriaTo date there is hardly any empirical evidence in academic literature that branding, particularly brand promotion and brand image perception, plays any significant role in the performance of small-sized agribusiness, especially those in the Sub-Saharan (SSA) region. This study was triggered by the need to fill this vacuum. Survey data were collected from small-sized agribusiness firms in one of the SSA economic ‘powerhouses’, which is Nigeria. Employing a contemporary research technique, specifically the Consistent Partial Least Square Structural Equation Modeling (denoted as PLSc), the study found that both brand promotion and brand image perception are instrumental for enhancing the organizational performance of small agribusinesses. In sum, the findings lend empirical support to the extant literature on brand promotion and brand image perception as precursors to the performance of firms regardless of a its size and business location. The implications of study, limitation and future research directions are further highlighted in the concluding section of the paper.https://acta.mendelu.cz/63/5/1661/brandingbrand promotionbrand image perceptionNigeriaorganizational performancesmall-sized agribusiness |
| spellingShingle | Chux Gervase Iwu Christian Nedu Osakwe Joseph Omotosho Ajayi Exploring the Effects of Brand Promotion and Brand Image Perception on Business Outcomes of Small-sized Agribusiness Firms Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis branding brand promotion brand image perception Nigeria organizational performance small-sized agribusiness |
| title | Exploring the Effects of Brand Promotion and Brand Image Perception on Business Outcomes of Small-sized Agribusiness Firms |
| title_full | Exploring the Effects of Brand Promotion and Brand Image Perception on Business Outcomes of Small-sized Agribusiness Firms |
| title_fullStr | Exploring the Effects of Brand Promotion and Brand Image Perception on Business Outcomes of Small-sized Agribusiness Firms |
| title_full_unstemmed | Exploring the Effects of Brand Promotion and Brand Image Perception on Business Outcomes of Small-sized Agribusiness Firms |
| title_short | Exploring the Effects of Brand Promotion and Brand Image Perception on Business Outcomes of Small-sized Agribusiness Firms |
| title_sort | exploring the effects of brand promotion and brand image perception on business outcomes of small sized agribusiness firms |
| topic | branding brand promotion brand image perception Nigeria organizational performance small-sized agribusiness |
| url | https://acta.mendelu.cz/63/5/1661/ |
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