EFFECT OF BRAND EQUITY ON CUSTOMERS’ LOYALTY OF 212 BREAD IN KA-DUNA METROPOLIS

Abstract

Competition is very high in today's marketplace. Each company is consequently determined to seg-regate their service and brands offerings compared to their competitors. Essentially, every compa-ny is trying to have a unique characteristic in their brand and market them in order to attract and retain customers. Organizations wanting to succeed in this space ought to assess their brands hon-estly else similar and newer brands are out there in the market that are likely able to destroy their entire marketing and service delivery efforts. The objective of this study was to examine the effect of brand equity on customer’s loyalty of 212 bread in Kaduna metropolis. The study employed survey research design using a multivariate approach to customer’s loyalty assessment. A multiple con-struct of brand awareness, brand association and perceived brand quality on customer’s loyalty were considered. The population of study was 223 customers. Partial Least Square (PLS-SEM) technique was used to analyze the data for the study. Findings shows that brand awareness and brand association have a positive and significant effect on customer’s loyalty of 212 bread in Ka-duna while perceived brand quality was found to have a negative and insignificant effect on cus-tomer’s loyalty of 212 bread in Kaduna. The outcome of the study provides a significant insight to the effect of brand equity on customer’s loyalty. It is recommended that 212 breads should continue to improve the quality of their product by ensuring that customers always recognize the brand and become more attached to it.