Identification and Evaluation of the Determinants of Brand Image in the Food and Beverages Industry in Nasarawa State, Nigeria

Abstract

Most studies on brand image and corporate entities, especially in Nigeria, seem to focus on the effect of brand image on corporate performance with little consideration for the factors that determine or shape such images ab-initio. This study therefore seeks to identify some of the factors or brand characteristics that customers consider in making their brand image preference and determine how important each of these factors is in brand image formation in the Nigerian food and beverages products industry. Based on responses from 348 customers; data were analyzed using principal component analysis (PCA) with confirmatory Factor Analysis; (CFA) specifically. Results show that ten factors determine customers’ brand image of food and beverages products in Nigeria. Results also show that three of these ten factors; (i) awareness or popularity of the brand name itself, (ii) availability (convenience) and (iii) social image, (prestige) account for about 85% of brand image formation in the food and beverages products industry in Nigeria. The study therefore recommends that marketers should endeavor to improve, especially on these three aspects of their brands; to enhance their brand images and improve their corporate performances.