IMPACT OF ADVERTISING ON BRAND PATRONAGE

ABSTRACT: The research investigated the influence of advertising on brand patronage.  The study was anchored on Uses and Gratifications Theory. Quantitative research design was used in which cross-sectional survey method was adopted while the data collection instrument was questionnaire. The respondents were selected using accidental sampling technique. Also, the data were analysed in frequency and percentage method. The study find out that advertisements of Nestle products have increased patronage of the products. It was recommended that Nestle company should adopt the use of indigenous language, celebrities and novelty strategy when planning its advertising campaign. While Nestle is also expected to moderate its price in order to make common men to purchase the product rather than going for the rival Cadbury

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 BRAND PATRONAGE

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