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VOL. 9, ISSUE 4 (2024)
Determinants of brand loyalty: Evidence from sachet water brands in Bauchi metropolis, Bauchi state, Nigeria
Authors
Aisha A GUmar
Abstract
Over the years, branding
has been receiving a great deal of attention from businesses, marketing and management
practitioners across the globe because of globalization and business dynamics. This study examined the determinants of brand loyalty on selected sachets
water brands in Bauchi metropolis, Nigeria. The specific objectives of this study
was to determine the effect of brand satisfaction, brand trust and perceived value
on brand loyalty in selected sachet water brands in Bauchi metropolis, Nigeria.
Descriptive survey design was use in this study. The likert five point interval
rating scale structured questionnaire was used as the primary source of data collection.
Convenience sampling technique was use
to select respondents from ten (10) sachet water brands in Bauchi metropolis. A
total of 360 questionnaire was distributed to respondents for analysis. Data collected
was analyzed with the aid of statistical package for social sciences (SPSS) and
partial least square structural equation model (PLS-SEM) was use to test hypotheses
formulated in this study. Findings from this study revealed that brand satisfaction,
brand trust and perceived value have positive significant effect on brand loyalty
among the selected sachet water brands in Bauchi metropolis, Nigeria. This study
recommended that sachets water brands should formulate and implement customer-triggered
strategies directed at improving brand loyalty.
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Pages:8-14
How to cite this article:
Aisha A GUmar "Determinants of brand loyalty: Evidence from sachet water brands in Bauchi metropolis, Bauchi state, Nigeria". International Journal of Academic Research and Development, Vol 9, Issue 4, 2024, Pages 8-14
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