Branding and its Effect on Consumer Loyalty to the selected Table Water Brands in Nigeria
Anetoh, John Chidume
Department of Marketing
Chukwuemeka Odumegwu Ojukwu University, Anambra State, Nigeria
E-mail:
anetohjohn@yahoo.com
ABSTRACT
This study examined branding and its effect on consumer loyalty to the selected table water brands in Nigeria with particular reference to Anambra State using Onitsha, Awka and Nnewi. The specific objectives of the study were to investigate the effect of branding variables; brand equity, brand image, brand name, brand association, brand colour, brand label and brand mark on consumer loyalty to the selected table water in Anambra part of Nigeria. The study utilized 375 usable copies of the questionnaire for analysis. Descriptive research design using cross-sectional survey method was adopted. Primary source of data collection was used in the study. Multiple regression analysis was used to test the seven formulated hypotheses. The result revealed that brand image and brand name have positive significant effect on consumer loyalty to the selected table water in Anambra part of Nigeria while other brand elements used in the study have less significant effects on consumer loyalty to the selected table water in Anambra part of Nigeria. The major findings from the study include that brand image and name have significantly influenced consumer loyalty to the selected regulated table water in Anambra part of Nigeria while other branding variables used in this study have not. The study also revealed that among all the branding variables; brand image and name are the major determinants of consumer loyalty while brand association, colour, label and mark are minor determinants of consumer loyalty to the selected table water brands in Anambra part of Nigeria. The study recommends the formulation and implementation of customer-triggered strategies directed to improving on brand equity, association, label, colour and mark for continued consumer satisfaction and sustained loyalty toward table water brands in Anambra State in particular and Nigeria in general.
Keywords: Branding, Consumer Loyalty, Table Water Brands, Anambra Part of Nigeria.
