KOGI STATE
Faculty of Management Sciences
Journal of MANAGEMENT
ISSN: 3212 - 3122
ANALYSIS OF FACTORS AFFECTING BRAND LOYALTY OF PRODUCT AMONG CONSUMERS IN NIGERIA
Hadiza Saidu Abubakar
Abstract
This study attempts to examine factors affecting brand loyalty of product among consumers in Nigeria. These factors include Customer satisfaction, Product involvement, perceived quality and brand trust that could possibly enhance brand loyalty. In this study, brand loyalty is approached based on previous studies and literature, by building a framework to link the dimensions of brand loyalty and brand involvement and also the factors that enhance both.
Keywords
Brand Loyalty, Analysis of factors, consumers, products
Full Article
UNIVERSITY, ANYIGBA
