Brand Excitement and Financial Performance of Food and Brewery Firms in Nigeria

Abstract

This study examines the nexus between brand excitement and financial performance of food and brewery firms in Nigeria. The study utilized a correlational research design, which is a non-experimental approach to examine the relationships between brand excitement and financial performance. Primary data for the study was collected through a structured questionnaire from 89 respondents. The questionnaire was design using a 5-point Likert scale technique. The sample of the study was determined using a purposive sampling technique. The data was analysed using correlation analysis. The findings show that there is a strong positive significant relationship between brand excitement and profitability growth of food and brewery firms in Nigeria. Thus, the study concludes that brand excitement plays a significant role in determining the profitability growth of food and brewery firms in Nigeria. The study recommends the need for managers and owners of food and brewery firms to adopt brand excitement approach. This is because brands with excitement characteristics will attract customers to buy the product because it is perceived to be unique.