Brand Communication and Marketing Success in Fastfood Firms in Port-Harcourt

Abstract

This study investigates the relationship between brand communication and marketing success in the fast industry in Port Harcourt. The study is quasi-experimental in nature and employed the use of questionnaire as instrument of primary data collection. Data collected from a total of fifty-two (52) respondents drawn from of twenty-one (21) fast-food firms were used in the final analysis. The study used the Spearman’s rank order correlation coefficient (rho) as the test statistic as contained in the Statistical Package for Social Sciences (SPSS) version 20.0. The study found that brand communication and marketing success have positive and statistically significant correlation as brand communication was found to be associated with all the measures of marketing success considered in the study. Consequently, the study concluded that brand communication have a connection with marketing and recommends that fast-food firms in Port Harcourt whose objective is to achieve and sustain marketing success should engage in brand communication in order to achieve improved sales volume, sustained brand loyalty and increased market share.