BRAND PERSONALITY AND CUSTOMER LOYALTY

BRAND PERSONALITY AND CUSTOMER LOYALTY

Abstract

This study explored brand personality and customer loyalty at Babcock University, using United Foods Indomie Instant Noodles as an example.

More specifically, the study aimed to assess brand personality and customer loyalty at Babcock University.

The study consisted of consumers from Babcock University, Illishan, and the study sample frame consisted of indomie instant noodle consumers from Babcock University, Illishan.

Simple random sampling was used to select respondents, her 400 consumers from Babcock College, Ilichan, were selected and well-designed questionnaires were created to elicit information from the respondents. .

Collected data were analyzed using descriptive statistical techniques and linear regression analysis was applied to test hypotheses made at the 0.05 significance level.

Result from the study indicated that there is Brand sincerity has significant effect on Customer Retention, There is significant relationship between brand competence and customer repurchase intention, Brand sophistication has significant impact on customer advocacy.

Base on this, the study advised that Indomie instant noodles of De united foods should stimulate its customers’ loyalty by considering the personality of its different customer groups via providing a distinct brand personality, major customers should be recognized and their different personalities should be explored through questionnaire, interview, and qualitative research methods, and a determination should be made as to which brand personality they prefer, The intended personality that is involved exactly in customers’ attitudes and beliefs should be designed at the phase of new product development.

CHAPTER ONE

INTRODUCTION

1.1 Background to the Study

Personality is perceived as a basic factor in building strong relationship among human beings. By this they are sure of winning each other’s trust and affection through activities that fall in line with their personalities. This is also true of product and brand offerings which should characterize personality that appeals to consumers in order to take a decision to purchase them (Nofle & Shaver, 2006; Pollalis, 2011). The concept of brand personality has become very important for successful brand management. Intending to satisfy and meet the needs of their customers, companies choose to position their brands with a unique personality (Weis & Huber, 2000). Looking at the field of relationship marketing, brand personality emerges and is perceived as a set of human traits attributed to or attributed to a brand (Aaker, 2004).

The idea of ​​brand personality brings great benefits to companies as they can transfer their positive personality to their brand to win the hearts and minds of their customers from their competitors. Gain insight into the study of brand personality as a true tool for improving customer experience (Gouteron, 2008). An important point to note is that brand personality helps businesses influence consumer behavior. This means that brand personality is used as a vehicle to express the functional benefits of the brand. It also serves as a symbol that reflects the consumer and as a vehicle for establishing the relationship between the consumer and the brand (Ahmad & Thyargaraj, 2015).

Brand personality builds long-term relationships between customers and brands and differentiates a brand from other established brands (Kumar, Lemon, & Parasuraman, 2006). Brand personality is a potential marketing strategy that increases customer loyalty to a particular brand. Many customers are interested in your brand because of its personality and brand similarity. Brand personality influences sales and customer loyalty (Lin & Huang, 2012; Vallete et al., 2011).

Brand personality builds long-term relationships between customers and brands and differentiates a brand from other established brands (Kumar, Lemon, & Parasuraman, 2006). Brand personality is a potential marketing strategy that increases customer loyalty to a particular brand. Many customers are interested in brands because of their personalities and brand similarities. Brand personality influences sales and customer retention (Lin & Huang, 2012; Vallete et al., 2011).

The brand personality has provided executive her marketing managers with strategic tools to strengthen the brand-consumer relationship (Achouri & Bouslama, 2010). own personality (Park & ​​John, 2011). This creates a strong emotional bond between the customer and the brand, ultimately leading to customer attachment and loyalty to the brand (Arora & Stoner, 2009). A brand without a clear and strong identity is like a ship off course (Aaker et al., 2004).

Customer loyalty is becoming more complex due to increased competition. Firms go to great lengths to retain customers and avoid funds that give way to competitors to attract customers (Abubakar, 2014). Businesses require their customers to show particular loyalty to their product brands. This is because it contributes significantly to cost savings, thereby improving both brand and company profitability (Tiele & Mackay, 2001). For example, a business makes a profit when loyal customers give free publicity through positive word of mouth. Satisfied and satisfied customers will recommend your business, product or service to family and friends. According to Hadiza (2014), all satisfied customers said he told 9 or 10 people about their happy experience, and 13% of dissatisfied customers said he told 20 or more people about the company. Or talking about how bad the product is.

Customer loyalty is critical to continued growth in any industry. The concept of brand personality and customer retention has been around for many years, and research has focused on this area. Previous contributions to the study of brand identity and customer loyalty include the work of Behabadi (2009). Christian (2000); Gee, Coates, Nichadsen (2008); Geuens, Maggre, Weifjfers, Bert, Bert, Wulf, Kristof (2009). The field has attracted the attention of researchers and academics due to its continued relevance and central importance to the success of any business. To support this claim, Holliday, Sue, Kuenzei, and Sven (2008) argued that loyal customers are at the heart of any business that wants to succeed, so firms are as strong as unhindered customers. .

Consumer loyalty is consumer behavior that indicates a willingness to buy back from a business and maintain a relationship with that business in future purchases. Customer loyalty is an important consideration in any business (Vesel & Zabkar, 2009). Dick and Basu (1994) proposed the idea of ​​relative attitudes and defined different forms of loyalty. They described loyalty as the relative attitudes of customers and the strength of their relationship with repeat customers, and the following four aspects were identified.
True loyalty, potential loyalty, false loyalty, lack of loyalty. The customer’s perception of the brand is so important that organizations need to provide a consistent brand experience that interacts or connects with the consumer, enabling long-term communication with the customer and building customer loyalty. I have.

This study therefore focuses on the likely relationship between brand personality and customer loyalty using the De-United Nigeria Makers of Indomie.

In fact, these issues have led to frequent brand-switching behavior among industry customers. Problems that arise from poor brand personality management can be poor customer care, poor customer mapping to determine what customers want, resulting in a loss of brand loyalty and customer care. is compromised (Baines, 2013). These issues combine to undermine an organization’s image and customer goodwill, and reduce desired levels of performance (Baines, 2013). These issues therefore become thorny issues when considering the effective or practical performance of an organization. Contrary to this premise, this research is based on De-United Foods Industry Ltd. Examine the impact of product branding on the business his performance.

1.3 Purpose of the survey

The primary purpose of this study is to assess the impact of brand personality on customer loyalty using a De United food industry case study. However, the specific goals are:

1 Find out if brand integrity affects customer loyalty

2 Examine the relationship between brand strength and customer repurchase intent.

3 Evaluate how brand sophistication impacted customer loyalty.

1.4 Research question

This research can provide relevant answers to the following questions

1 How does brand integrity affect customer loyalty?

2 What is the relationship between brand strength and customer repeat purchase intent?

3 How does brand quality affect customer loyalty? 1.5 Research hypothesis

H0:
Brand Integrity Has No Big Impact On Customer Loyalty

H0:
There is no significant correlation between brand strength and customer repeat purchase intent.

H0:
Brand quality has no significant impact on customer loyalty

1.6 Operationalization of study variables.

Y=f(x)

Y = customer loyalty

X = brand personality

X= (x1, x2, x3)

Y = (y1, y2, y3)

Then it looks like this:

x1=Sincerity

x2=ability

x3=refined

y1 = customer loyalty

y2 = customer repeat purchase intent

y3 = customer interest representative

functionally

y1=f(x1)………….. (1)

y2=f(x2)………………(2)

y3=f(x3)………….. (3)

statistically or recursively

y1 = ……………………. (1)

y2= …………………….. (2)

y3= …………………….. (3)

From where:
constant of the equation

Coefficient of independent variable