2022
DOI: 10.54156/cbe.bej.11.1.315
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Determinants of Brand Performance: Empirical Evidence From Tanzanian Brewing Companies

Abstract: The importance of brand performance is growing in both academia and practice. However, little attention has been directed toward identifying the determinants of brand performance in brewing companies. Consequently, the current study examines the effects of brand attitude, brand awareness and brand reputation on brand performance as discussed in the literature. Descriptive research design was used in this study. Convenience sampling was used to select 122 customers of Serengeti Breweries Limited (SBL) and Tanza… Show more

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Cited by 1 publication
(5 citation statements)
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“…Also it is possible to quantify data collected through questionnaire. Since the study intended to use regression analysis, questionnaire is important tool for collecting primary data (Mmasi & Mwaifyusi, 2021). In order to enhance validity, constant follow ups were made with respondents whose questionnaires were not returned.…”
Section: Data Collection Methods and Analysis Techniquesmentioning
confidence: 99%
See 4 more Smart Citations
“…Also it is possible to quantify data collected through questionnaire. Since the study intended to use regression analysis, questionnaire is important tool for collecting primary data (Mmasi & Mwaifyusi, 2021). In order to enhance validity, constant follow ups were made with respondents whose questionnaires were not returned.…”
Section: Data Collection Methods and Analysis Techniquesmentioning
confidence: 99%
“…The findings in Table 6 show that the response rate was 93.03%. Previous studies such as Perez (2021); Mmasi and Mwaifyusi (2021) asserts that a response rate above 60% is suitable and good for analysis.…”
Section: Respondent Ratementioning
confidence: 97%
See 3 more Smart Citations