https://ojs.uni-miskolc.hu/index.php/tmp <p>Theory, Methodology, Practice (TMP) – Review of Business and Management was launched by the Faculty of Economics, University of Miskolc in 2002, with the aim of providing a forum for high-quality original research papers on the subject of business (including the business environment) and management.</p> University of Miskolc, Faculty of Economics en-US Theory, Methodology, Practice – Review of Business and Management 1589-3413 https://ojs.uni-miskolc.hu/index.php/tmp/article/view/4074 <p style="text-align: justify;">This study explores intercultural marketing strategies between Ghana and Hungary through the application of the CAGE Distance Model, which categorizes international differences into four dimensions: cultural, administrative, geographic, and economic. The study addresses a significant gap in the literature, as most empirical applications of the CAGE framework focus on Western or Asian contexts, leaving Africa–Eastern Europe business relationships largely unexplored. Key findings reveal that cultural differences shape branding and communication, administrative inconsistencies affect compliance and entry modes, geographic barriers hinder logistics, and economic disparities influence pricing and segmentation. The model proves effective in identifying strategic challenges and guiding internationalisation decisions. The conclusions confirm that distance dimensions significantly impact marketing strategies and that the model is adaptable across emerging and developed markets. Recommendations urge multinational enterprises to conduct in-depth market research, invest in cultural training, and leverage digital tools to overcome barriers.</p> George Boateng Ohene Copyright (c) 2025 George Boateng Ohene https://creativecommons.org/licenses/by/4.0 2025-10-15 2025-10-15 21 02 3 20 10.18096/TMP.2025.02.01 https://ojs.uni-miskolc.hu/index.php/tmp/article/view/3765 <p>Building a strong brand is no longer an easy endeavor, it demands strategic prowess. Hence, branding strategies and sales volume of nestle products in Nigeria university was investigated. Specifically, it examined brand awareness and loyalty on customer patronage, and purchase decision respectively. Descriptive survey was adopted using questionnaire to examine a sample of 342 students who are customers of Nestle products. The obtained data was analyzed using SPSS. The study revealed that brand awareness and loyalty significantly affect customer patronage and purchase decision respectively with R2 of 59.1%, and 70.1, both p-values&lt;0.000. It concluded that branding strategy is significant to sales volume. It recommended that managers showed focus on brand strategies to boost sales volume. This implies that investing in brand awareness and loyalty is a strategic imperative that converts above 59% of branding efforts directly into sales revenue.</p> Ebenezer Oluwadamilare Balogun Opeyemi Babawale Copyright (c) 2025 Ebenezer Balogun, Opeyemi Emmanuel Babawale https://creativecommons.org/licenses/by/4.0 2025-10-20 2025-10-20 21 02 21 33 10.18096/TMP.2025.02.02