Corporate Branding and Consumer Buying Intentions of Selected Petrol Service Stations' Products in Lekki Area of Lagos State, Nigeria
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The use of colorful brand names, logo, symbols and trademarks for new products luncheon has become a global phenomenon and a generally acceptable best practice across industries. To take advantage of these brand elements, Marketers use corporate branding in their product promotion to create brand awareness, enhance brand equity, ensure brand loyalty and promote brand image through advertisement.However, the use of corporate branding to promote consumers products has not achieved its expected result in some cases base on the Nigerian experience. The study, therefore examined the relationship be...
The use of colorful brand names, logo, symbols and trademarks for new products luncheon has become a global phenomenon and a generally acceptable best practice across industries. To take advantage of these brand elements, Marketers use corporate branding in their product promotion to create brand awareness, enhance brand equity, ensure brand loyalty and promote brand image through advertisement.However, the use of corporate branding to promote consumers products has not achieved its expected result in some cases base on the Nigerian experience. The study, therefore examined the relationship between corporate branding and consumer buying intentions of selected Petrol Service Stations' products in the Lekki area of Lagos State.Survey design was employed. Target population of 520 customers was used in the study. The random sampling technique was adopted to select the sample size. A well-structured questionnaire was adopted for the study.The findings of the study showed that corporate branding elements are jointly responsible in explaining the changes in the consumer buying intentions of selected Petrol Service Stations in the Lekki area of Lagos State.
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