Brand Association and Sales Growth: A Study of Nigeria the Flour Milling Industry

Main Article Content

Itunuoluwa Adeoye
Ayodele O.E
Adesuyi I.O
Ayo M.F


Branding has developed in the minds of customers a strong and positive perception of a company's products or services. However, most of these businesses struggle to use branding strategy to differentiate themselves from competition and grow sales. The goal of this study is to assess the impact of brand association tactics on the sales growth of flour milling enterprises. The major technique of data collection was administered questionnaire to the sales and marketing employees of the selected flour milling enterprises in Lagos State. The findings indicated that brand connections have a positive and considerable impact on sales growth. The study recommends that brand managers should also ensure that customers' interactions with the brand remain consistent in order to generate sales growth.

Article Details

How to Cite
Adeoye, I., Ayodele O.E, Adesuyi I.O, & Ayo M.F. (2022). Brand Association and Sales Growth: A Study of Nigeria the Flour Milling Industry. International Journal of Entrepreneurial Research, 4(3), 60–63.


Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: The Free Press.

Adegbuyi, O.A., Ajagbe, M.A., Kehinde, O.J., Adegbuyi, A.A.& Akande, A. O. (2015). Strategic roles of branding on organization sales performance. International Journal of Current Research, 7(12), 23835-23841.

Anabila, P., & Awunyo-Vitor, D. (2014). Assessing the role of branding in the marketing of pharmaceutical products in Ghana, three pharmaceutical companies, African journal of business management, 8 (13), 502-510 DOI:

Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411. DOI:

Bansah, P.F., Dabi, M., Dzorvakpor, S. A., & H. Nwodo, (2015), The Effect of Branding on Consumer Buying Behaviour among Textile Ghana Fabric Users in the Ho Municipality of Ghana. European Journal of Business and Management, 7(26),

Boman, A., Musa, T., Onu, A., & Idris, I. (2019). Effect of brand equity on the performance of distributors in flour mills of Nigeria PLC. International Journal of Business and Economics Research, 8(3), 108-117 DOI:

Djuricin, D., Janosevic, S., &Kalicanin, D. (2013). Management strategy. Faculty of economics, Belgrade .86.

Fayrene, C.Y.L., & Lee, G.C., (2011). Customer based brand equity: A literature review, Journal of Arts Science & Commerce, 2(1), 33-42.

Gusti, N.A., Fadillah, R.P., Fitriansyah, U.S Syahriful, M. (2020). How does brand awareness affect purchase intention in mediation by perceived quality and brand loyalty? Journal of Critical Reviews, 7(2), 103-109 DOI:

Hammond, J. (2008). Branding your business: Promoting your business, attracting customers, and standing out in the market place. London, United Kingdom: Kogan Page Limited.

Hitesh, B. (2018). What is Sales Growth? Sales growth Explained in Detail. Retrieved from:

Hitesh, B. (2019). What is Brand Association? 5 Types of Brand Association. Retrieved from:

Horsfall, H., & Mac-Kingsley, I. (2018). Brand equity and market performance: An empirical study of food and beverage firms in Rivers State. International Journal of Economics and Business Management, 4(4), 1-14

James, D. (2005). Guilty through association: Brand association transfer to brand alliances. Journal of consumer marketing 22(1), 14-24. DOI:

Keller, K. L. & Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing science, 25(6), 740-759. DOI:

Keller, K. L. (2008). Strategic branding management: building, measuring, and managing brand equity. 07458, New Jersey: Upper Saddle River, Prentice Hall.

Kilei, P. Omwenga, J. & Iravo, M. (2016). Role of Brand Associations on Market Brand Performance of Service Brands: Evidential View of Kenya’s Banking Industry. Journal of Marketing and Consumer Research, 24, 18-25

Kotler, P. (2006). Principles of marketing. Engiewood Cliffs, NJ: New Jersey :Prentice Hall International Inc.

Lyddon, C. (2018). Nigeria’s growing market for wheat flour. Retrieved from

Osoko, A.O., Kehinde, J.O., Iyiola, O.O., Ogunnaike, O.O., Salau, O.P., & Atolagbe, T.M. (2020). Brand association and affective loyalty in selected deposit money banks. Proceedings of INTCESS 2020- 7th International Conference on Education and Social Sciences 20-22 January, 2020, 1348-1357

Muhammad, A., Haseeb, A., &Sadaf, A., (2018). Impact of brand association on consumer buying behavior in foot ware industry: the case of Punjab, Pakistan: International Journal of Academic Research in Business and Social Sciences, 8(2), 91-102. DOI:

Veljković, S. (2010). Brand management in modern market conditions. Faculty of Economics, Belgrade, 24, 2

Vriens, M., Chen, S., & Schomaker, J. 2019). The evaluation of a brand association density metric. Journal of Product & Brand Management. Retrieved from DOI:

Yeboah, M. (2016). Impact of product branding on sales revenue of listed companies in Ghana. International Journal of Academic Research in Business and Social Sciences, 6( 9), 112-124. DOI: