THE IMPACT OF BRAND AWARENESS AS A PREDICTOR FOR BRAND LOYALTY IN SELECTED BREWERY FIRMS IN SOUTH-SOUTH ZONE OF NIGERIA

This study examined the impact of brand awareness as a predicator of brand loyalty in selected brewery firm in South-South of Nigeria. The specific objectives of the study were to ascertain the impact of brand image on brand loyalty, to examine the upshot of brand recall on brand loyalty, to examine the impact of brand personality on brand loyalty and to determine the impact of brand experience on brand loyalty. The study adopted the survey research design method. The population of the study was five hundred and sixty (560) from two brewery firms in Benin and Onistha metropolis of Edo and Anambra states, the sample size of two hundred and thirty three (233) was used. A stratified sampling technique was used to select the respondents in each of the selected brewery firms. Data were collected from primary and secondary sources, using questionnaire research instrument and interview guide. Cronbach`s alpha based test was used to test the reliability of the instrument. Data collected were analyzed and hypotheses were tested using multiple regression. Findings revealed that the extent to which brand image affects brand loyalty is significant, brand recall has significant impact on brand loyalty. Brand personality has significant effect on brand loyalty. The extent to which brand experience affects brand loyalty is significant. The study concludes that brand image has positive effects on brand loyalty and will perform better if brewery firms have to work hard on the consumer experience. The study recommends that brand recall influence consumer on brand loyalty. Brand recall makes customers to be aware with a product from a creation group line and then build an intension of purchase. A brand recall will help retailer and consumers to spot service providers and to expect the outcomes of the service