EFFECT OF BRAND AWARENESS ON PERFORMANCE OF MEDIUM-SIZED RESTAURANTS IN KISUMU CITY, KENYA
Abstract
Regular brand awareness helps to increase brand familiarity and recognition. From fundamental brand recognition to domination, which describes the situation where the brand in question is the only one to consider for purchase. Since customers are more likely to purchase well-known products, brand awareness leads to higher levels of purchase, boosting a business' profitability and sales. The majority of the reviewed studies did not look at non-financial performance aspects like customer satisfaction, acquisition, retention, sales growth, and effective and efficient marketing programs. Moreover, even the studies that looked at brand awareness do not consider it in restaurant industry. However, most of the reviewed studies demonstrated that brand awareness has a considerable effect on organizational performance. The current study was anchored on Aaker brand equity theory. The correlation study design and the quantitative paradigm research philosophy helped the researcher in testing hypothesis. The study obtained a sample of52 respondents, which comprises owners/managers of selected restaurants from a population of 60 registered restaurants using a saturated sampling technique. Results revealed that brand awareness (β=.535, p=0.000) had statistically and significant positive effect on non-financial performance of restaurant enterprises in Kisumu city. The study concluded that brand awareness has significant predictors of non-financial performance of restaurants; =0.428; F (1,50) =37.405,p<0.000.The study recommended that firms should consistently improve brand awareness has explanatory power on non-financial performance of 65.4%
Key words: Brand Awareness, Non-Financial Performance, Restaurants
CITATION: Alogo, R. E., & Mise, J. K. (2024). Effect of brand awareness on performance of medium-sized restaurants in Kisumu City, Kenya. The Strategic Journal of Business & Change Management, 11 (3), 825 – 836. Http://dx.doi.Org/10.61426/Sjbcm.v11i3.3063
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DOI: http://dx.doi.org/10.61426/sjbcm.v11i3.3063
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