BRAND IMAGE AND PERFORMANCE OF SMALL AND MEDIUM ENTERPRISES IN SOUTHEAST NIGERIA
Keywords:
Brand Image, Sales Growth, Brand Awareness, Digital Branding, Customer Engagement, Small and Medium Enterprises (SMEs), Southeast NigeriaAbstract
This study examined the effect of brand image on the performance of Small and Medium Enterprises (SMEs) in Southeast Nigeria, with a specific focus on sales growth as a measure of performance. The study investigated five core components of brand image: brand awareness efforts, unique brand identity, brand reputation management, customer engagement initiatives, and digital branding. A descriptive research design was employed on a population of 5,278 selected registered Small and Medium Enterprises located in the selected states for the study: Anambra, Enugu and Abia in Southeast, Nigeria. A sample size of 300 SMEs was obtained using Multistage sampling technique. Data were collected using a structured questionnaire and analyzed using regression analysis via SPSS version 25. Findings revealed that all five components of brand image had statistically significant and positive effects on sales growth of SMEs. Specifically, digital branding and customer engagement emerged as the strongest predictors of sales performance, followed closely by brand reputation management, brand identity, and brand awareness. These results reveal the critical role of a well-developed brand image in enhancing SME competitiveness and market success. The study thus concludes that strategic brand management is essential for SME growth and recommends that business owners invest in brand development, adopt digital tools, and engage customers consistently to sustain improved performance.
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