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Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/10236

Title: The Impacts of Corporate Branding On Sales of Fashion Accessories in Kumasi: Mediating Effects of Customer Care
Authors: Amoateng, Adutwumwaa
Issue Date: 24-Jan-2017
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), 2016
URI: http://hdl.handle.net/123456789/10236
Appears in Collections:College of Arts and Social Sciences

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