BRANDING AND SALES PERFORMANCE: A CASE STUDY OF NILE BREWERIES MBALE BRANCH.
| dc.contributor.author | Lilian Nambozo | |
| dc.date.accessioned | 2024-11-22T08:02:05Z | |
| dc.date.available | 2024-11-22T08:02:05Z | |
| dc.date.issued | 2024-08-24 | |
| dc.description.abstract | This study delves into an investigation of the intricate relationship between branding strategies and sales performance, focusing its lens specifically on the operations of Nile Breweries Mbale branch. Through meticulously crafted objectives aimed at probing the impact of brand awareness, brand associations, and brand loyalty on sales performance, the study navigates a sample size of 36 meticulously drawn from a population of 40, employing a rigorous cross-sectional research design and purposive and simple random sampling techniques to ensure robust data collection and analysis. Within this exploratory framework, the findings unveil compelling correlations between various branding elements and the overarching sales performance, thereby shining a spotlight on the indispensable roles played by brand awareness, brand associations, and brand loyalty in propelling the sales trajectory of Nile Breweries Limited. As the study's conclusions crystallize, recommendations emerge as guiding beacons, emphasizing the strategic imperative of harnessing these branding strategies to drive heightened business performance and sustained competitive advantage. In sum, this scholarly endeavor not only furnishes valuable insights into the intricate interplay between branding dynamics and sales outcomes but also extends a roadmap for future research endeavors and managerial directives within the dynamic landscape of the beverage industry. | |
| dc.identifier.uri | https://hdl.handle.net/20.500.12311/2331 | |
| dc.language.iso | en | |
| dc.title | BRANDING AND SALES PERFORMANCE: A CASE STUDY OF NILE BREWERIES MBALE BRANCH. | |
| dc.type | Thesis |