Mary O. Ayepola
Research by mary o. ayepola
Related categories: Environmental and Energy Studies
Assessing How Participation in Trade Fairs Enhances Brand Awareness for Small and Medium Enterprises in Lagos: A Case Study of the Lagos International Trade Fair
This study assesses how participation in trade fairs enhances brand awareness for small and medium enterprises (SMEs) at the Lagos International Trade Fair (LITF), with particular focus on the 2025 edition held at Tafawa Balewa Square (TBS), Lagos. Trade fairs provide strategic platforms for branding, product promotion, and relationship building; however, the extent to which participation contributes to SME brand awareness in emerging economies remains underexplored in marketing research....
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