Advertising and Brand Knowledge in Selected Water Companies in Yenagoa

ABSTRACT

This study examined the relationship between advertising and brand knowledge of banking section in Bayelsa State. Three research questions were posed and also four research hypotheses were formulated to test the relationship between the variables. The research designed adopted for the study is cross-sectional survey design and the study population is made up of 88 employees of the studied banking firms in Bayelsa state. A sample size of eighty-eight was gotten using Taro Yamane formular. The primary instrument used for data collection was the questionnaire. The data generated were analysed using frequency, percentage and mean, and the hypotheses was tested using Spearman Rank Correlation Coefficient Statistic. The results of the analysis show that teamwork and communication have significant relationship with sales growth and profitability. The study concludes that there is a significant relationship between advertising and brand knowledge. It was recommended that management of the studied banking firms are advised to allow employees to engage in personalization since it gives employees an opportunity to work together in small groups towards the achievement of a common goal.