EFFECT OF PROMOTION MIX ON BRAND EQUITY OF SELECTED BEVERAGE FIRMS IN NORTH CENTRAL STATES OF NIGERIA

Chibuzo Emmanuel Okoli, SAS Aruwa, Isaac Irene

Abstract


This study focused on the effect of promotion mix on brand equity in selected beverage firms in north-central states, Nigeria. The study used a sample size of 385 respondents that cut across six north-central states. A survey research design was adopted and the data were analysed using descriptive and regression analysis. The data collected were analysed to examine the effect of advertising, sales promotion, personal selling, and public relations on the brand equity of the firms. The results of the analysis show that advertising, sales promotion, personal selling, and public relations have significant effects on brand equity. In line with the findings in this study, it is recommended that selected beverage firms in north-central Nigeria should adopt persuasive and appealing advertisements that better communicate brand information or features to the customers, funding for sales promotion activities carried out by selected beverage firms should increase in order to get potential customers to sample the product and increase the value of the brand, also, selected beverage firms should carry out sponsorships and publicity to help create brand awareness which will further lead to increased brand equity.

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