CONSUMER REACTIONS TO BRAND RUMORS IN FMCG: EVIDENCE FROM UYO, AKWA IBOM STATE

This study was conducted to examine the effect of rumor spreading on brand reputation of Fast Moving Consumer Goods (FMCGs) in Uyo, Akwa Ibom State. This study adopted a descriptive research design. The population of the study consisted of 270 respondents of FMCGs in Uyo, Akwa Ibom State. A purposive sampling technique was adopted by the researchers. Data for the study were collected using structured copies of questionnaire from two hundred and seventy (270) respondents. The research hypothesis was tested using simple regression model at a 5% level of significance. From the data analysis, findings revealed that the rumor spreading significantly affect brand reputation of Fast Moving Consumer Goods (FMCGs) in Uyo, Akwa Ibom State. From the findings, it was concluded that spreading good rumors and bad rumors about one’s brand can affect the reputation of the brand among its consumers. Thus, it was recommended that FMCGs firms in Uyo need to encourage the spread of positive rumor about their brands so as to increase the reputation of their brand among its consumers