Brand Image and Customer Loyalty among Telecommunication users in the University of Benin

Abstract

This study examined the relationship between brand image and customer loyalty among telecommunication users in the University of Benin. Specifically it evaluated the relationship of brand identity, brand personality, brand association, brand behaviour and brand competence and benefit on customer loyalty among telecommunication users in the University of Benin. Primary data were elicited through questionnaire administration. Data was presented using charts and tables. Inferential statistics namely correlation and regression analysis were used to estimate the existence of relationships among variables using SPSS version 24. The result indicated that brand identity, brand personality and brand competence and benefit have a significant positive effect on customer’s loyalty (dependent variable). Brand association and brand attitude and behaviour are negatively related to customer’s loyalty. Amongst others, the study recommended that maximum attention be devoted to understanding brand image dimension judgments from customers' point of view, and whether these image dimensions are parallel to their perceptions, expectations, needs and goals.