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.