BRAND COMPETENCY AND BRAND PERFORMANCE OF COSMETICS AND HEALTH PRODUCTS FIRMS IN RIVERS STATE
Department of Marketing, Faculty of Management Sciences,
Rivers State University, Port Harcourt, Nigeria
NWOKAH, Juliet Gladson
Department of Marketing, Ken Saro-wiwa Polytechnic
Bori, Rivers State, Nigeria
This study investigates the influence of brand competency on brand performance in the Nigerian cosmetics and health products sector in Rivers State. The population for this study constitutes the cosmetics and health products sectors in Nigeria, whose authentic list was acquired from the catalog of the Rivers State Ministry of Commerce and Industry as at December, 2019. A structured questionnaire was used for data gathering, and the key informants constitute the marketing managers of each company. The copies of the questionnaire sent out were 350, from which 305 responses were received, out of which 245 (80.3%). The composed data were evaluated with the aid of the Statistical Package for Social Sciences (SPSS) version 22.0, using the frequency and contingency tables, analysis of variance (ANOVA) and multiple regressions. The findings disclosed that brand attributes and brand value significantly affect brand performance. The study therefore, concludes that that the attributes of brand competency (brand attributes and brand value) have significantly and positive effect on brand performance, and recommends among others that managers of cosmetics and health products should build strong and reliable brand attributes to enhance superior brand performance.
Key Words: Brand attributes Brand competence, Brand performance, Brand value