BRAND RELATIONSHIP AND MARKETING SUCCESS OF FOOD AND BEVERAGES FIRMS IN RIVERS STATE
Abstract
ABSTRACT
This study investigated the relationship between brand relationship and marketing success in the context of food and beverages firms in Rivers State. The employed a cross-sectional survey research designs with a correlational method of investigation. The study population was the 25 food and beverages firms operating in Rivers State. This population was fully studied. However, 125 respondents were used for the study with five managers in each of the inns. 125 questionnaires were administered to the respondents. The data retrieved from the respondents were analyzed with both descriptive and inferential statistics. The finding of the study was that brand relationship positively and significantly correlates with marketing success in a context specific of food and beverages firms in Rivers State. The study concluded that, brand relationship significantly improves marketing success of business. The study therefore recommends that, the food and beverages firms should make significant investment in brand relationship and engagement with the market. This will enhance marketing success of the organizations.
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