The Effect of Advertising on Corporate Image: a Study of International Breweries Plc. Ilesa, Osun State, Nigeria

Abstract

This study investigates the effect of advertising on corporate image in manufacturing sector of Nigeria with reference to the stakeholders of International Breweries Plc. Ilesa, Osun State. It is no doubt that business survival depend on the perception of the general public about the firm, thus it will be inappropriate not to supply to the general public necessary information that could provide them with  necessary information otherwise they would be misinformed and build up a wrong perception about the firm. This study therefore, was carried out to investigate the relationship between advertising and corporate image in manufacturing firm. Using the survey method, the study obtained sample of one hundred and twenty (120) respondents’ who are stakeholders of International breweries Ilesa products. The research instrument showed encouraging evidence of reliability and validity. Data were analyzed using simple percentages and chi-square analysis. The study found that effective advertising is a key factor for communicating to firm’s stakeholders about the status of the firm. Furthermore, it was established that there is a strong relationship between advertising and corporate image. The study concluded with the assertion that to have positive and favourable corporate image and reputation firms must employ effective advertisement programmes.

Keywords: Advertising, Communication, Corporate Image & Stakeholders