Effect of Customer-Based Brand Equity on Brand Performance and Organizational Performance of Selected Manufacturing Companies in Nigeria

Abstract

This study investigates the influence of customer-based brand equity (CBBE) on brand performance and organisational performance in selected manufacturing companies in Nigeria. The target population comprised 1,500 consumers, from which a sample size of 379 was determined using the Taro Yamane formula. The research examined how the four dimensions of CBBE – brand trust, brand loyalty, brand associations, and perceived quality – affect both brand and organisational outcomes. Findings from regression analysis revealed that all four dimensions exert a positive and significant impact, with perceived quality and brand trust emerging as the most influential drivers of performance. These results underscore the strategic importance of brand management in enhancing competitiveness within Nigeria’s manufacturing sector. The study contributes to branding literature by offering theoretical insights, empirical evidence specific to the Nigerian context, and a methodological contribution through the integration of consumer-based and financial data. It concludes that strengthening customer-based brand equity is vital for sustaining organisational growth and enhancing shareholder value. Accordingly, the study recommends that Nigerian manufacturing firms should invest in strategies that build and reinforce brand equity to achieve long-term success.