Department of Accounting

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Browsing Department of Accounting by Author "Anuoluwapo Felicia ABIALA"

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    Emotional Branding and Customer Perception of Soft Drink Products in Ogun State, Nigeria
    (Lead City University, 2022-12) Anuoluwapo Felicia ABIALA
    The soft drink beverage industry in Nigeria has considerable challenges in inspiring and sustaining customers life time value. Customers' increased understanding of the necessity of having a healthy lifestyle has put the soft drink company in a difficult position. Hence, it became imperative to examine the effect of emotional branding as a strategy to address customer perception of soft-drink companies in Ogun State, Nigeria. This study adopted a cross-sectional survey research design, and the population was infinite beverage consumers in Ogun State. A sample size of 460 consumers was computed using the formula recommended by Cochran (1963). The study adopted a multi-stage sampling technique to select participants in Ogun State. A validated questionnaire was used to collect data. The Cronbach’s alpha reliability coefficients for the constructs ranged from 0.71 to 0.94. A response rate of 95.4% was achieved for the study. Data were analysed using descriptive and inferential statistics. Findings revealed that emotional branding has significant influence on customer perception (R2 = 0.628, F(1,318)= 656.295, p= 0.000). Story telling has significant influence on customer perception (R 2 = 0.181, F(1,318)= 54.943, p= 0.000). Branding has significant effect on customer perception (R 2= 0.611, F(1,318)= 609.348, p= 0.000). Empowerment has significant influence on customer perception (R 2 = 0.436, F(1,318)= 299.825, p= 0.000). Sensory branding has significant effect perception of soft-drink consumers in Ogun State (R 2= 0.408, F(1,318)= 267.635, p= 0.000). This study concluded that emotional branding affected the perception of soft-drink consumers in Ogun State. The study recommended that management must continue to adopt the appropriate emotional branding strategies because they can boost the product perception of consumers and enhance increased patronage. Keywords: Emotional branding, Customer perception, Soft-drink industry, Word Count: 268