CORPORATE STRATEGY AND BRANDING IN NIGERIA: IS THERE A LINK?
Journal Title: European Journal of Business and Social Sciences - Year 2013, Vol 2, Issue 5
Abstract
The study critically examined the relationship between corporate strategy and branding. To do this a sample of 450 were drawn from selected food companies’ executives in Lagos and its environs being the nerve centre of business in Nigeria. The data were analyzed using regression and Pearson correlation analysis. The result showed that corporate strategy has a positive relationship with branding. Based on findings, salient recommendations were made.
Authors and Affiliations
OLALEKAN ASIKHIA (Corresponding Author)| Associate Professor of Marketing and Strategic Management Department of Business and Marketing Babcock Business School Babcock University, Ilishan Remo Ogun State, Nigeria, DEKUNLE BINUYO| Lecturer, Department of Business and Marketing Babcock Business School Babcock University, Ilishan Remo Ogun State, Nigeria
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