Corporate Branding and Customer Evaluation: Synopsis of Made-In-Nigeria Products

Abstract

This paper investigates the relationship between corporate branding and customer evaluation of made-in-Nigeria products. The aim was to examine the relationship between corporate branding and customer evaluation of made-in-Nigeria products using brand communication and brand competence as dimensions. The study adopted cross-sectional research design. 316 copies of questionnaire distributed. The Simple Regression Analysis Statistical tool was used with the aid of Statistical Package for Social Sciences (SPSS version 23.0), discriminant validity (AVE) and Cronbach Alpha verified the internal consistency and validity status and the results were positive. The findings of the study showed that corporate branding significantly related with customer evaluation of made-in-Nigeria products. The study concluded by saying that corporate branding positively and significantly related with customer evaluation of made-in-Nigeria products. Based on the findings, the study, recommends that, Organizations in Nigeria should focus on other methods such as corporate branding, communication, and marketing mix in order to increase brand awareness and image among customers.