BRAND MANAGEMENT AND CUSTOMER LOYALTY IN THE ELECTRONICS INDUSTRY (A STUDY OF ALABA INTERNATIONAL MARKET)

CONTENTS                                                                         PAGES

Title page                                                                                           I

Certification                                                                                        II

Dedication                                                                                           III

Acknowledgements                                                                             IV

Table of contents                                                                                 V

List of figures                                                                                      VIII

List of tables                                                                                       IX

Abstract                                                                                              XIII

CHAPTER ONE: INTRODUCTION

1. Background to the study………………………………………………………………………………………… 1
   1. Statement of the Problem……………………………………………………………………………………….. 2
   1. Objective of the study……………………………………………………………………………………………. 2
   1. Hypotheses of the study…………………………………………………………………………………………. 2
   1. Significance of the study………………………………………………………………………………………… 3
   1. Scope and Limitations of the study………………………………………………………………………….. 3
   1. Definitions of operational terms……………………………………………………………………………… 4

References…………………………………………………………………………………………………………… 5

CHAPTER TWO: LITERATURE REVIEW

• Introduction…………………………………………………………………………………………………………. 7
  • Conceptual framework…………………………………………………………………………………………… 7
    • The concept of branding……………………………………………………………………………………… 7
    • The concept of brand management……………………………………………………………………… 10
      • Brand architecture………………………………………………………………………………………….. 11
      • Brand identity……………………………………………………………………………………………….. 15
      • Brand positioning…………………………………………………………………………………………… 19
      • Brand loyalty…………………………………………………………………………………………………. 21
  • Theoretical Framework………………………………………………………………………………………… 25
    • The two dimensional loyalty theory…………………………………………………………………….. 25
    • The three dimensional loyalty theory…………………………………………………………………… 27

References…………………………………………………………………………………………………………. 29

CHAPTER THREE: RESEARCH METHODOLOGY

• Introduction……………………………………………………………………………………………………….. 32
  • Sources of data collection…………………………………………………………………………………….. 32
  • Population of the study…………………………………………………………………………………………. 32
  • Sample size and sampling technique………………………………………………………………………. 32
  • Research instrument…………………………………………………………………………………………….. 32
  • Validity and reliability of the instrument………………………………………………………………… 33
    • Pilot study……………………………………………………………………………………………………….. 33
  • Data analysis techniques………………………………………………………………………………………. 33

References…………………………………………………………………………………………………………. 35

CHAPTER FOUR: DATA PRESENTATION, ANALYSIS, AND INTERPRETATION

• Introduction………………………………………………………………………………………………………… 36
  • Data presentation………………………………………………………………………………………………… 36
  • Test of hypotheses……………………………………………………………………………………………….. 56

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS

• Introduction………………………………………………………………………………………………………… 60
  • Summary……………………………………………………………………………………………………………. 60
  • Conclusion…………………………………………………………………………………………………………. 61
    • Contribution to knowledge………………………………………………………………………………… 61
  • Recommendations/suggestions for further study……………………………………………………… 62

Bibliography………………………………………………………………………………………………………. 63

APPENDIX

Questionnaire …………………………………………………………………………………………………………………………

LIST OF FIGURES

FIGURES                                                                                         PAGES

Figure 1 The six brand architectures……………………………………………………………………………. 12

Figure 2 Identity and image……………………………………………………………………………………….. 16

Figure 3 The brand identity prism………………………………………………………………………………. 17

LIST OF TABLES

TABLES                                                                                          PAGES

Table 4.1.1 Gender…………………………………………………………………………………………………… 36

Table 4.1.2 Age range……………………………………………………………………………………………….. 37

Table 4.1.3 Highest Educational qualification……………………………………………………………… 37

Table 4.1.4 Professional status…………………………………………………………………………………… 38

Table 4.1.5 The name of my favourite electronic braned makes me feel happy when I purchase or use the brand……………………………………………………………………………………… 38

Table 4.1.6 The colour theme of my favourite electronic brand makes me feel happy

when I purchase or use the brand……………………………………………………………… 39

Table 4.1.7 The product designs of my favourite electronic brand makes me feel

happy when I purchase or use the brand…………………………………………………… 39

Table 4.1.8 The product packaging of my favourite electronic brand makes me

feel happy when I purchase or use the brand…………………………………………….. 40

Table 4.1.9 The product name influences my choice of purchasing a product from my favourite electronic brand over others (alternatives)…………………………………………………. 40

Table 4.1.10 The colour theme influences my choice of purchasing a product from my favourite electronic brand over others (alternatives)…………………………………… 41

Table 4.1.11 The product design influences my choice of purchasing a product from my favourite electronic brand over others (alternatives)…………………………………… 41

Table 4.1.12 The product packaging influences my choice of purchasing a product

from my favourite electronic brand over others (alternatives)……………………… 42

Table 4.1.13 I am satisfied with the overall image of my favourite electronics brand

in the market…………………………………………………………………………………………. 42

Table 4.1.14 The advertising and promotions of my favourite electronics brand is

excellent and wide spread……………………………………………………………………….. 43

Table 4.1.15 I am satisfied with the prices of products offered by my favourite

electronics brand……………………………………………………………………………………. 43

Table 4.1.16 The products offered by my favourite electronics brand are

of superb quality and uniqueness……………………………………………………………… 44

Table 4.1.17 I am satisfied with the convenience of the location I purchase

products offered by my favourite electronics brand……………………………………. 45

Table 4.1.18 I prefer products from my favourite electronics brand because they

always satisfy me…………………………………………………………………………………… 45

Table 4.1.19 I prefer products offered by my favourite electronics brand compared

to other brands (alternatives) because of its name………………………………………. 46

Table 4.1.20 I prefer products offered by my favourite electronics brand compared

to other brands (alternatives) because of its colour theme…………………………… 47

Table 4.1.21 I prefer products offered by my favourite electronics brand compared

to other brands (alternatives) because of its design and packaging……………….. 47

Table 4.1.22 The benefits I receive from my favourite electronics brand outweigh

the cheaper prices offered by other brands………………………………………………… 48

Table 4.1.23 I consider myself loyal to my favourite electronics brand…………………………… 48

Table 4.1.24 I always want to purchase more products from my favourite electronic

brand because of its name……………………………………………………………………….. 49

Table 4.1.25 I always want to purchase more products from my favourite electronic

brand because of its colour theme……………………………………………………………. 49

Table 4.1.26 I always want to purchase more products from my favourite electronic

brand because of its logo………………………………………………………………………… 50

Table 4.1.27 I always want to purchase more products from my favourite electronic

brand because of its design and packaging………………………………………………… 50

Table 4.1.28 I always want to purchase more products from my favourite electronic

brand because of what the brand stands for or believes in…………………………… 51

Table 4.1.29 I always anticipate the next product to be released by my favourite

electronics brand……………………………………………………………………………………. 51

Table 4.1.30 I frequently recommend the products offered  by  my  favourite  electronic brand……………………………………………………………………………………………………………. 52

Table 4.1.31 I will always purchase products offered by my favourite electronics brand regardless of any increase whatsoever in their prices………………………………….. 52

Table 4.1.32 I repeatedly purchase products of my favourite electronics brand

because of its cheaper prices compared to other brands………………………………. 53

Table 4.1.33 I repeatedly purchase products of my favourite electronics brand

because of its higher prices compared to other brands………………………………… 53

Table 4.1.34 I repeatedly purchase products offered by my favourite electronics

brand because I love them………………………………………………………………………. 54

Table 4.1.35 I repeatedly purchase products offered by my favourite electronics brand

because it is stressful to switch to or continuously purchase from other brands………. 54

Table 4.1.36 My favourite electronics brand is…………………………………………………………… 55

Table 4.2.1 Correlations: Product branding and customer perceived value………………………. 56

Table 4.2.2 Correlations: Product branding and customer commitment…………………………… 57

Table 4.2.3a Model summary: Product branding and customer loyalty……………………………. 58

Table 4.2.3b ANOVA^a: Product branding and customer loyalty…………………………………….. 58

Table 4.2.3c Coefficients: Product branding and customer loyalty…………………………………. 58

ABSTRACT

This study investigates the effect of brand management on customer loyalty. The main objective of the study is to examine the effect of branding on customer loyalty in the electronics industry using Alaba International market of Lagos State, Nigeria. Primary data were used for the study, 100 customers were selected from Alaba International market of Lagos state using the simple random sampling technique. The data were gathered using the questionnaire and analysed using descriptive statistics and inferential statistics such as Pearson Correlation analysis and regression analysis, with the aid of the Statistical Package for Social Sciences (SPSS). The findings of this study show that there is significant relationship between product branding and customer perceived value; as well as a positive significant relationship between product branding and customer commitment; and finally, a positive significant relationship and effect between product branding and customer loyalty. The study therefore recommends that marketers should pay close attention to a brand’s development and its products, its identity and architecture, as well as the marketing mix elements that support the brand in order to appropriately position the brand in the minds of consumers; develop a favourable image, gain and sustain substantial market share and ensure that the brand becomes most preferable in the market over time to develop effective loyalty.

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