UTIBE Joseph DIDIA James U. D. GLADSON-NWOKAH Juliet
Department of Marketing, Faculty of administration and management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
Corresponding email: utibe.Joseph@rsu.edu.org
Abstract
This study examined the relationship between brand association and marketing wellness of travel and tour companies in Rivers State. Brand association was used as the predictor variable to marketing wellness with respect to market share and sales growth. The study adopted an explanatory research design. The population of the study consisted 16 registered travel and tour companies. The entire population was adopted as the sample size. 3 management level staff (marketing manager, operational manager and tour manager) from each of the 16 firms served as respondents, making 48 respondents for the study, out of which only 39 responses were used for the study. Data for the study were collected via a self-made structured questionnaire. Pearson Product Moment Correlation statistics was used to tests the hypotheses formulated for the study, and was aided by the Statistical Package for Social Sciences (SPSS), version 25.0. The study found different degree of positive relationship between brand association and measures of marketing wellness (market share and sales growth). Thus, the study concludes that brand association significantly relates to marketing wellness; and recommends that managers of travel and tour companies in Rivers State that seek enhanced marketing wellness should develop and nurture brand association as an intangible asset.
Keywords: brand association, market share, marketing wellness, travel and tour companies, sales growth.