POKUBO Hilda I.
Department of Marketing, faculty of administration and management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
HARCOURT Horsfall
Department of Marketing, faculty of administration and management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
HAMILTON-IBAMA Edith-Onajite Lolia
Department of Marketing, faculty of administration and management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt.
Abstract
This study examined the relationship between retro-branding and marketing success of fast moving consumer goods firms (FMCG) in Rivers State. Retro-branding was used as the predictor to marketing success in terms of brand awareness and new customer acquisition. A survey research design with explanatory attribute was adopted to study twenty FMCG firms with 5 managerial staff each to reach 100 respondents. Copies of questionnaires were produced and distributed to the 100 respondents and 93 copies were retrieved and found useable for the study. Data collected from respondents were analysed with both descriptive and inferential statistics. The findings of the study revealed a positive and significant relationship between retro-branding and indicators of marketing success. Based on the findings, the study concludes that retro-branding relates to marketing success of FMCG firms in Rivers State; and recommends that managers of FMCG firms should engage in retro-branding to boost their marketing success.
Keyword: Brand awareness, market success, new customer acquisition, retro-branding.