DIMENSIONS OF BRAND PERSONALITY PROGRAMS AND CONSUMER LOYALTY EMERGING ECONOMY: A STUDY OF AUTOMOBILE INDUSTRY

Authors

  • Corley Fastoso Nnindini Department of Distance Education, School of Continuing and Distance Education University of Ghana

Keywords:

consumer loyalty, brand marketing programs, IMC, emerging economies, automobile

Abstract

The study examined the impact of brand marketing programs on brand loyalty of automobile users in an emerging economy context. Adopting a positivist paradigm, a quantitative approach was employed. Using a cross-sectional survey, data was collected from 700 respondents. Scales of measures were evaluated using exploratory and confirmatory factor analysis after which consumer loyalty segments were created using cluster analysis. Logistic regression was carried out to evaluate the effect of brand marketing programs on consumer loyalty. The study revealed a positive and significant association between brand marketing efforts and consumers’ purchase decisions and loyalty to automobile brands. Four brand marketing efforts were also found to be significantly associated with the two segments (high and low involvement) at varying degrees.  

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Published

2022-09-07

How to Cite

Nnindini, C. F. (2022). DIMENSIONS OF BRAND PERSONALITY PROGRAMS AND CONSUMER LOYALTY EMERGING ECONOMY: A STUDY OF AUTOMOBILE INDUSTRY . European Journal of Marketing and Mangement Sciences, 5(5). Retrieved from https://aspjournals.org/Journals/index.php/ejmms/article/view/122