The Impacts of Corporate Branding On Sales of Fashion Accessories in Kumasi: Mediating Effects of Customer Care
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Date
OCTOBER, 2016
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Abstract
The aim of this thesis is to identify the impact of corporate branding on sales of
fashion accessories in Kumasi with customer care as the mediating variable. Despite
the hard earn efforts and money spent on corporate branding activities; some
organizations are incapable of improving sales. There was therefore the need to
identify the extent to which corporate branding affects sales. There is a knowledge
gap on how corporate branding as a concept influences the sales of fashion
accessories in Kumasi. Researched has also shown that, if an element of customer
care is added to corporate branding, sales can be increased hence the introductions of
the mediating variable customer care. The objectives of this research are as follows:
To determine the impact of corporate branding on sales of fashion accessories in
Kumasi, Identify the impact of corporate branding on customer care in Kumasi, to
examine the impact of customer care on sales of fashion accessories in Kumasi, to
determine the mediating effect of customer care on the relationship between
corporate branding and sales of fashion accessories in Kumasi. This is a descriptive
research which seeks to identify the impacts of corporate branding on sales of
fashion accessories with the mediating effect of customer care. A sample sized of 32
was picked since the fashion houses in Kumasi were 32. Questionnaires with a fivepoint
Likert scale were used for the survey. Regression analysis was run to prove the
various hypotheses using the SPSS data after the questionnaire had been coded and
the various variables entered. The researched proved that, corporate branding aids in
improving sales and indeed customer care mediates on the relationship between
corporate branding and sales. It was recommended that managers of fashion houses
must consider customer care in corporate branding in order to improve sales.
Description
A Thesis submitted to the Department Of Marketing and Corporate Strategy,
College of Humanities and Social Science, Kwame Nkrumah University of Science and Technology in partial fulfilment of the requirements of the award of the degree of Masters of Business Administration (Marketing),