By: Chijioke Nkemjika Okafor

Published: February 24, 2025

This study investigated the relationship between brand personality improvement and marketing performance. The population of the study comprised 27 food and beverage manufacturing companies in Rivers State and 108 respondents comprising procurement managers, logistics managers, sales managers, and marketing managers provided primary data for the study through structured questionnaire designed...

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By: Godwin Patience Adebayo

Published: February 24, 2025

Studies on brand loyalty posit that customers are motivated by factors external and internal to them. The former deals with items driven by brand makers and intermediate partnership; the latter is driven by cognitive and behavioral disposition. Against this backdrop, the study was conducted to examine moderating role of physician...

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