服务品牌价值对尼日利亚快餐品牌的影响。

Usman Moyosore Tijani, Mustapha Tosin Balogun, Olubusola Temiloluwa Oyekunle
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引用次数: 0

摘要

拥有强大品牌的公司不太容易受到竞争对手营销方法的影响,从而在经济和社会上获得更高的利润率。此外,还有客户长期忠诚和信任的问题。从这个意义上讲,品牌是一种无形资产,在评估客户需求和需求并为他们提供比竞争对手更好的产品方面发挥着关键作用。在此前提下,本研究旨在探讨服务品牌资产与品牌实力之间的关系。所使用的方法是基于描述性调查,在自然环境中研究一组个体,使用第一手资料。这是在尼日利亚拉各斯州进行的。研究结果表明,与竞争对手相比,拥有强大品牌的公司利润更高,因为它们的品牌广为人知,受到尊重。如果消费者被一家公司的品牌所吸引,并对其产生好感,这些消费者就会成为该公司最赚钱的客户。
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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.
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