Brand Image and Customer Loyalty among Users of Electronic Household Goods in Benin City

ABSTRACT

This study was conducted to examine the influence of brand image: brand association, brand awareness, brand credibility, brand distinction, brand perception, brand personality, brand prestige, and brand retention, on customer loyalty among users of electronic household goods in Benin City. The paper was motivated on the ground that customer loyalty might vary across the perception of dimensions of brand image that not all brand image dimensions have the same potential to influence customer loyalty among users of electronic household goods in Benin City. It was found that brand image has a significant positive effect on customer loyalty. The results suggest that the importance of brand image to customer loyalty of firms’ products cannot be taken for granted in the formulation and implementation of policies that are targeted at bringing about improvement in the patronage of electronic household goods. It is therefore recommended that management of electronic household goods should go beyond just creating an image for the products by ensuring that they continuously constantly search for methods that are brand innovative in order to attract, satisfy, and increase the prestige, credibility, and patronage of their products.