Usman Moyosore Tijani, Mustapha Tosin Balogun, Olubusola Temiloluwa Oyekunle
{"title":"服务品牌价值对尼日利亚快餐品牌的影响。","authors":"Usman Moyosore Tijani, Mustapha Tosin Balogun, Olubusola Temiloluwa Oyekunle","doi":"10.12795/irocamm.2023.v06.i02.05","DOIUrl":null,"url":null,"abstract":"Companies with a strong brand are less vulnerable to competitors’ marketing methods, resulting in higher profit margins, both economically and socially. In addition, there is the issue of long-term customer loyalty and trust. Brands, in this sense, are intangible assets that play a key role in assessing customer needs and wants and offering them something better than the competition. Based on this premise, the objective of this study is to examine the relationship between service brand equity and brand strength. The methodology used was based on descriptive surveys, studying a group of individuals in a natural context, using primary sources. This was carried out in Lagos State, Nigeria. The results point to evidence of superior profits for companies with strong brands compared to their competitors, as their brands are widely known and respected. If consumers are attracted to a company’s brand and associate themselves favourably with it, these customers can become the company’s most lucrative clientele.","PeriodicalId":402429,"journal":{"name":"IROCAMM-International Review Of Communication And Marketing Mix","volume":"17 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Efectos del valor de la marca de servicios en un marca de comida rápida en Nigeria.\",\"authors\":\"Usman Moyosore Tijani, Mustapha Tosin Balogun, Olubusola Temiloluwa Oyekunle\",\"doi\":\"10.12795/irocamm.2023.v06.i02.05\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Companies with a strong brand are less vulnerable to competitors’ marketing methods, resulting in higher profit margins, both economically and socially. In addition, there is the issue of long-term customer loyalty and trust. Brands, in this sense, are intangible assets that play a key role in assessing customer needs and wants and offering them something better than the competition. Based on this premise, the objective of this study is to examine the relationship between service brand equity and brand strength. The methodology used was based on descriptive surveys, studying a group of individuals in a natural context, using primary sources. This was carried out in Lagos State, Nigeria. The results point to evidence of superior profits for companies with strong brands compared to their competitors, as their brands are widely known and respected. If consumers are attracted to a company’s brand and associate themselves favourably with it, these customers can become the company’s most lucrative clientele.\",\"PeriodicalId\":402429,\"journal\":{\"name\":\"IROCAMM-International Review Of Communication And Marketing Mix\",\"volume\":\"17 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"1900-01-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"IROCAMM-International Review Of Communication And Marketing Mix\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.12795/irocamm.2023.v06.i02.05\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"IROCAMM-International Review Of Communication And Marketing Mix","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.12795/irocamm.2023.v06.i02.05","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
Efectos del valor de la marca de servicios en un marca de comida rápida en Nigeria.
Companies with a strong brand are less vulnerable to competitors’ marketing methods, resulting in higher profit margins, both economically and socially. In addition, there is the issue of long-term customer loyalty and trust. Brands, in this sense, are intangible assets that play a key role in assessing customer needs and wants and offering them something better than the competition. Based on this premise, the objective of this study is to examine the relationship between service brand equity and brand strength. The methodology used was based on descriptive surveys, studying a group of individuals in a natural context, using primary sources. This was carried out in Lagos State, Nigeria. The results point to evidence of superior profits for companies with strong brands compared to their competitors, as their brands are widely known and respected. If consumers are attracted to a company’s brand and associate themselves favourably with it, these customers can become the company’s most lucrative clientele.