Brand Image and Consumer Loyalty in Nigeria’s Table Water Industry
Abstract
This study investigated the effect of brand image on consumer loyalty in Nigeria’s table water industry. In order to determine the relationship between brand image and consumer loyalty, brand image was proxy using brand awareness, perceived brand quality, brand association and brand identity while consumer loyalty was the dependent variable. Four hypotheses were formulated to guide the investigation and the statistical test of parameter estimates was conducted using panel least squares regression model operated with E-Views.12. Survey design was adopted and data for the study was obtained through questionnaire survey administered to the targeted audience (consumers of selected table water brands in Anambra State). The findings of the study indicate that brand awareness, perceived brand quality, brand association and brand identity have positive and significant effect on consumer loyalty to table water brands. Based on this, the study concludes that brand image ensures consumer loyalty to table water brands in Nigeria. The study therefore suggests that the management of the table water brands should allocate resources for extensive promotion to motivate customers to choose their brand over those of competitors. Also, the companies should continuously use brand awareness to influence purchasing decision and helps the company to overcome their competitors as consumer purchase products and brands.