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Dr. Presly Obukoadata’s research has been published in the latest issue of the peer-reviewed Journal of Communication and Media Research (JCMR).

The work, entitled “Rescaling Brand Equity among Consumer Goods: Implications for Producers” rescales the brand equity of consumer goods on a continuum of one-to-five, reporting that certain categories of products have stronger brand equity than others.

The research explored the equity ratios of consumer products such as electronics, beverages, machineries, clothing/accessories, cosmetics/detergent and automobiles, food/groceries, publications/books, jewellery, gift items and households, and furniture.

Findings from the research indicate that electronics, beverages, machineries, clothing/accessories, cosmetics/detergent and automobiles had high brand equity ratio, while food/groceries, publications/books, jewellery, gift items and households had average brand equity. Only furniture had a fair ranking on the equity continuum because of the near absence of branding on furniture.

Among factors identified to have influenced the various equity ratios are the extent of use of the products, quality of the products, historical association with the products, sophistication, quality control, focus and the nature of the competition. Others are satisfaction derivable from the product, innovation, luxury appeal, brand identification, brand association, brand appeal, as well as production philosophy. Customer-centric focus, ability to manage crisis within the production line and product personality were equally identified as influencing factors.

Commenting on his research findings, Dr. Obukoadata emphasised that “the extent of satisfaction derived from consuming a brand is significantly related to the strength of the brand equity.”

Dr. Obukoadata who teaches advertising, public relations and communication research, used  the survey design to gather data from 384 respondents purposively selected from across Nigeria, which he then statistically analysed to test the research hypotheses.

Brand equity is positive consumer response to the marketing outcomes for a product/brand when compared with that of the competition and measured from consumer preference for the product.

The full research is available at

By Maryam Sadiq

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