ABSTRACT

The main objective of this study was to examine the effect of brand equity on the marketing performance of selected cosmetics firms in Nigeria. The specific objectives were to; examine the effect of brand association on repeat purchase of selected cosmetics products of selected firms in Nigeria; determine the effect of brand awareness on sales growth of selected cosmetics firms in Nigeria; ascertain the degree of the effect of brand loyalty on repeat purchase of selected cosmetics products of the selected firms in Nigeria; examine the effect of perceived quality on  sales growth of selected cosmetics firms in Nigeria;  and to determine the effect of brand association on sales growth of selected cosmetics firms in Nigeria. The population of this study was made up of selected marketing and management staff of cosmetics firms in Nigeria as well as their customers. The staff sample was 171 while 196 customers of the selected cosmetics companies’ products were selected using Kothari formula for unknown population. Therefore, the total sample size for the study was 367 respondents. For the study, convenience sampling was used. Findings showed that brand association positively and significantly affects repeat purchase of selected cosmetics firms in Nigeria. This implies that repeat purchase of selected cosmetics firms in Nigeria is greatly dependent on how consumers associate cosmetics brands. Brand association provides consumers with a purchasing reason, so that they form the foundation of repeat purchases and purchase decisions. Also, brand awareness was positive and a significant factor affecting increased sales of selected cosmetics firms in Nigeria. This indicates that sales increase of selected cosmetics firms in Nigeria is greatly dependent on brand awareness. Brand awareness can be said to be the catalyst for the other brand equity dimensions and sales performance of a firm. Similarly, brand loyalty was positive and significant factor affecting repeat purchase of selected cosmetics firms in Nigeria. Brand awareness was significant and positively related to repeat purchase of selected cosmetics firms in Nigeria. This implies that repeat purchase of selected cosmetics firms in Nigeria is greatly dependent on brand loyalty. The study recommended that cosmetics firms need to re-assess the quality of their products and branding strategies used in order to ensure that their brands are reliable and consistent with customer expectations. Often times, it is perceived that the benefits received are far less than what consumers invest in terms of cost to them. It is recommended that cosmetics firms either invest in more branding to justify their pricing or reduce prices of their products and services to match consumer benefits.