WAITE Ilayira Hilary1, GLADSON-NWOKAH Juliet2, OGONU Chituru Gibson3
1, 2, 3 Department of Marketing, Faculty of Management Sciences
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
illahill127@gmail.com
Abstract
This study investigated the relationship between brand association and marketing effectiveness of fast moving consumer goods (FMCG) companies in Rivers State. The objective of the study was to assess the relationship between brand association and measures of marketing effectiveness such, customer acquisition, customer retention and customer expansion. The population of the study comprised 21 FMCG companies in Rivers State and 63 respondents comprising marketing, sales and production managers provided primary data for the study through structured questionnaire designed in Likert 5- point scale. The reliability of the study instrument was determined using the Cronbach’s Alpha reliability test, and 3 null hypotheses were tested using Pearson Product Moment Correlation with the aid of the Statistical Package for Social Sciences, version 25.0. Test of hypotheses revealed that brand association has very strong, positive and statistically significant relationship with customer acquisition, customer retention and customer expansion. The study concludes that brand association significantly relates to marketing effectiveness of FMCG companies in Rivers State, and recommends that managers of FMCG companies in Rivers State that intends to improve their marketing effectiveness should improve the functional and non-functional attributes of their product.
Keywords: Brand association, customer acquisition, customer expansion, customer retention, marketing effectiveness.