BRAND ASSOCIATION AND CONSUMER PATRONAGE OF MALT DRINKS IN ANAMBRA STATE OF NIGERIA
1Anetoh, John Chidume & 2Moguluwa, Shedrack Chinweuba
1Department of Marketing, Chukwuemeka Odumegwu Ojukwu University, Anambra State
2Department of Marketing, University of Nigeria, Enugu Campus, Enugu State, Nigeria
E-mail: anetohjohn@yahoo.com, shedrack.moguluwa@unn.edu.ng
Corresponding author: Anetoh, John Chidume
ABSTRACT
This study investigated the influence of brand association functions on consumer patronage of selected malt drinks in Anambra State of Nigeria. The specific objectives of the study were to: determine the influence of status function on consumer patronage of selected malt drinks in Anambra State of Nigeria; evaluate the influence of guarantee function on consumer patronage; investigate the influence of personal identification function on consumer patronage; ascertain the influence of social identification function on consumer patronage; assess the extent status, guarantee, personal and social identification functions jointly predict consumer patronage of malt drinks; determine the influence of interaction of stand-alone variables (status, guarantee, personal and social identification functions) on consumer patronage of malt drinks. The undergraduate students of Nnamdi Azikiwe University, Awka and Chukwuemeka Odumegwu Ojukwu University, Uli formed the unit of analysis. The study utilized 357 usable copies of the questionnaire for analysis. Cross-sectional survey method was used while the data source for analysis was primary. Data generated were analyzed while the formulated hypotheses were tested using multiple regression analysis. The result revealed that the status and guarantee functions as well as the interaction of stand-alone variables have strong positive significant influences on consumer patronage of malt drinks in Anambra State of Nigeria while personal identification and social identification functions of brand association have less significant influence on consumer patronage of malt drinks in Anambra State of Nigeria. The result also revealed that status, guarantee, personal and social identification functions are jointly significant contributors to prediction of consumer patronage of malt drinks. The major finding is that the guarantee and status functions of brand association as well as the overall result of interaction of stand-alone variables have significantly and positively influenced consumer patronage of malt drinks in Anambra State of Nigeria. It was also discovered that among all the brand association functions, guarantee and status functions are major determinants of consumer patronage while others seem to have played minor role in terms of influencing consumer patronage. Based on the findings, the study recommends the formulation and operationalization of consumer-oriented strategies geared toward improving on personal and social identification functions of brand association for enhanced and sustainable consumer satisfaction & patronage toward the purchase and consumption of malt drinks in Anambra State of Nigeria and beyond.
Key words:Brand Association Functions, Consumers’ Patronage, Malt Drinks, Nigeria.
