Brand Image and Supply Chain Performance of Automobile Marketing Firms in Rivers State of Nigeria

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This study examined the influence of brand image on supply chain performance of automobile marketing firms in Rivers State of Nigeria. The population for the study was sixty-eight (68) automobile marketing firms in Rivers State, whose wholesome list was acquired from the business unit of the Rivers State Ministry of Commerce and Industry as at October, 2020. A causal thought-out analytical model was inculcated to grasp the two hypotheses poised for the study. To arrive at the sample size for the study, the Taro Yamane’s formula for determining sample size was used. The simple random technique of probability sampling was utilized to select 40 firms from the sample and the respondents for the study were verified by contacting four managers from each of the 40 automobile marketing firms under study. The number of respondents contacted was: 40 multiplied by 6, which gives 240 respondents. A 5-point likert-scaled questionnaire was administered to respondents. The accurate questionnaire sent out were 240, from which 215 responses were received, and after establishing the validity of the questions 200 (93%) The 200 questionnaires generated the useful response rate. The analysis was made up of descriptive and inferential statistics with SPSS version 22 providing aid. The inferential statistics involved three parametric inferential tests- Pearson’s Product Moment Coefficient (PPMC), One Way Analysis of Variance (ANOVA) and Simple Regression Analysis. The PPMC was used to test the relationship between the variables, ANOVA was employed to test the differences in means of responses on the variables, while by means of the simple regressions, the study tested the effect of the elements of brand image on supply chain performance. The results demonstrated that brand identity has a strong, positive and significant influence on supply chain performance, and brand personality has a moderate, positive and significant influence on supply chain performance. Therefore, the study concludes that brand image significantly influences supply chain performance of automobile marketing firms in Rivers State, and recommends that, managers of automobile marketing firms should design brand image enhancing programs that are competent in bringing about positive supply chain performance in order to survive in the highly competitive and dynamic business landscape.