- Title
- The influence of visual identity elements on the creation of a footwear brand in Ghana
- Creator
- Kwarteng-Amaniampong, Emmanuel
- Subject
- Branding (Marketing) -- Ghana
- Subject
- Brand name products -- Ghana
- Subject
- Footwear industry -- Ghana
- Date Issued
- 2023-12
- Date
- 2023-12
- Type
- Doctoral theses
- Type
- text
- Identifier
- http://hdl.handle.net/10948/65666
- Identifier
- vital:74226
- Description
- Branding is crucial to increase and improve competitiveness in the contemporary market. Due to consumers' sophisticated and high standards for various branded items and services, marketers and organisations are now investing in branding to increase the visibility of their goods and services. All industries share this. The high demand for international footwear brands in Ghana has made the local market uncompetitive, causing many local footwear organisations to lose customers and income to their international competitors and ultimately leading to the failure of many local footwear organisations (Agyeman, 2013:24; Vidal, 2022:2). To save Ghana's declining footwear industry, a new footwear brand must be built. The commitment to the effective implementation of the new footwear brand will raise consumer awareness, improve its visual and cognitive image, and increase its competitiveness. The study investigated how footwear manufacturers could build a powerful brand to save Ghana's domestic footwear market. The study also examined how visual identity elements affected the new footwear brand identity development in Ghana's footwear manufacturing industry. The necessary sample was drawn using convenience non-probability sampling approaches, cluster sampling, and basic random probability sampling. A questionnaire was used in the study's quantitative research design to collect the primary data from a sample of 400 consumers who made footwear purchases at Ghana's three biggest malls: Kumasi City Mall, Accra City Mall, and Achimota Mall in the Ashanti and Greater Accra regions, respectively. The questionnaires were distributed to the respondents via email, then, IBM SPSS (version 28)and AMOS software were used to investigate the data. Descriptive statistics andinferential statistics were the two main types of analysis used for the primary data. These provided the frequency tables showing data structures, correlations showing relationships between variables, regressions showing visual identity elements as predictors of footwear brand identity in Ghana. From the empirical results, the visual identity elements: brand name, logo and symbol colour, slogan, and typography had a statistically significant relationship with the new footwear brand identity in Ghana. The results further reveal that brand awareness and brand image significantly measured the new footwear brand identity.
- Description
- Thesis (DPhil) -- Faculty of Business and Economic Sciences, School of Management Sciences, 2023
- Format
- computer
- Format
- online resource
- Format
- application/pdf
- Format
- 1 online resource (xxii, 458 pages)
- Format
- Publisher
- Nelson Mandela University
- Publisher
- Faculty of Business and Economic Sciences
- Language
- English
- Rights
- Nelson Mandela University
- Rights
- All Rights Reserved
- Rights
- Open Access
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NMU School of Management Sciences
| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | SOURCE1 | Kwarteng-Amaniampong, E.pdf | 4 MB | Adobe Acrobat PDF | View Details Download |