EFFECT OF BRAND AWARENESS ON BRAND PERCEPTION IN OIL AND GAS INDUSTRY: A CASE STUDY OF OIL SERVICE FIRM

Thaddeus Ojo OLUFAYO; John Louis Terna ADANYI; Charles Omotohen OMOERA; Rasaki Daisi BAKARE

Thaddeus Ojo OLUFAYO Department of Business Administration, University of Lagos, Lagos Nigeria
John Louis Terna ADANYI Department of Business Administration, University of Lagos, Lagos Nigeria
Charles Omotohen OMOERA Department of Business Administration, University of Lagos, Lagos Nigeria
Rasaki Daisi BAKARE Department of Business Administration, University of Lagos, Lagos Nigeria

Keywords: Brand awareness, brand recall, brand recognition, brand positioning, and brand identity

Abstract

Branding has been an important tool in marketing which practitioners are using in the market to encourage customer patronage and loyalty. Scholars have been looking at ways branding paradigms have been changing marketing landscape. Therefore, this paper examined how brand awareness influenced brand perception in a place such research has not been carried out in the past, Schlumberger Nigeria Limited which is an oil service company. The research adopted survey method which is an aspect of descriptive research design by using questionnaire to collect data from customers of the oil service firm in Lagos state, Nigeria. The research selected 334 sample size using random sampling technique from a population of 2034 customers of the firm. Four hypotheses were designed and tested. The research revealed that there is statistically significant relationship between brand positioning, recall, recognition and identity (dimensions of brand awareness) and brand perception. Since previous studies also agreed with this one that suggested that brand perception is a good predictor of brand perception, corporate organisations in Nigeria should do everything possible to expose her brands to their customers.