Acta Univ. Agric. Silvic. Mendelianae Brun. 2015, 63(5), 1661-1669 | DOI: 10.11118/actaun201563051661

Exploring the Effects of Brand Promotion and Brand Image Perception on Business Outcomes of Small-sized Agribusiness Firms

Chux Gervase Iwu1, Christian Nedu Osakwe2, Joseph Omotosho Ajayi3
1 Faculty of Business and Management Sciences, Cape Peninsula University of Technology, South Africa
2 Department of Management and Marketing, Faculty of Management and Economics, Tomas Bata University in Zlín, nám. T. G. Masaryka 5555, 760 01 Zlín, Czech Republic
3 Department of Agricultural and Resource Economics, Federal University of Technology, Akure, Nigeria

To date there is hardly any empirical evidence in academic literature that branding, particularly brand promotion and brand image perception, plays any significant role in the performance of small-sized agribusiness, especially those in the Sub-Saharan (SSA) region. This study was triggered by the need to fill this vacuum. Survey data were collected from small-sized agribusiness firms in one of the SSA economic 'powerhouses', which is Nigeria. Employing a contemporary research technique, specifically the Consistent Partial Least Square Structural Equation Modeling (denoted as PLSc), the study found that both brand promotion and brand image perception are instrumental for enhancing the organizational performance of small agribusinesses. In sum, the findings lend empirical support to the extant literature on brand promotion and brand image perception as precursors to the performance of firms regardless of a its size and business location. The implications of study, limitation and future research directions are further highlighted in the concluding section of the paper.

Keywords: branding, brand promotion, brand image perception, Nigeria, organizational performance, small-sized agribusiness, SSA
Grants and funding:

This work in part benefited from the Internal Grant Agency of FaME TBU in Zlín (IGA/FaME/2015/025; IGA/FaME/2015/039).

Prepublished online: October 29, 2015; Published: December 1, 2015  Show citation

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Iwu, C.G., Osakwe, C.N., & Ajayi, J.O. (2015). Exploring the Effects of Brand Promotion and Brand Image Perception on Business Outcomes of Small-sized Agribusiness Firms. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 63(5), 1661-1669. doi: 10.11118/actaun201563051661
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