dc.contributor.author | Magona, Samuel | |
dc.date.accessioned | 2021-03-10T08:49:40Z | |
dc.date.available | 2021-03-10T08:49:40Z | |
dc.date.issued | 2021-03-09 | |
dc.identifier.citation | Mugona, S. (2021). The effect of internal brand development and buyer characteristics on brand communication effectiveness: a case study of Senator extra lager around Kampala district. (Unpublished undergraduate dissertation) Makerere University. Kampala, Uganda | en_US |
dc.identifier.uri | http://hdl.handle.net/20.500.12281/9372 | |
dc.description.abstract | The study was prompted by the fact that the sales performance of Senator Extra Lager has not
improved over the last two years inspite of the promotional efforts accorded to it by Uganda
Breweries Ltd. This study was attributed to ineffective brand communication effectiveness.
Internal brand development, a disregard for the buyer characteristics, poor promotional
messages which have consequently led to the poor brand choice. To conduct the study, the
researcher employed a cross-sectional survey design and also managed to interview some 164
customers and 20 staff members, a total of 184 respondents and having gathered the data, the
researcher then employed the SPSS software and was able to explore the effect of the
independent variables on the dependent variable (Brand communication effectiveness) using
the Zero Order correlations and the regression model. The results of the correlations revealed
that there are significant and positive relationships between all the study variables except that
between Communication Tools/ Selectors and Message Profile. These results were further
confirmed by the regression model and from these the researcher derived conclusions that
should be enforced for the successful marketing of the Senator Extra Lager. Several
recommendations are also proposed for the company for instance the proper identification of
the valid segments by the company and this will help in designating the messages that the
company sends out so as to create a positive image on its brand and consequently choose the
same brand | en_US |
dc.language.iso | en | en_US |
dc.subject | Brand communication | en_US |
dc.subject | Senator extra lager | en_US |
dc.title | The effect of internal brand development and buyer characteristics on brand communication effectiveness: a case study of Senator extra lager around Kampala district. | en_US |
dc.type | Thesis | en_US |