CHAPTER ONE

INTRODUCTION

1.1 Background to the Study

Consumer-brand relationships, which lead to consumer loyalty, are among the most

significant topics of branding theory (Al-Hawary, 2021). Brand knowledge, in his opinion, is

a crucial component needed for this kind of interaction. client brand relationships are a

crucial component of client brand loyalty, according to Veloutsou (2020). Brand awareness is

the capacity of a potential customer to identify or remember that a brand belongs to a specific

product category (Kim & Kim, 2020). It has been widely acknowledged that brands play a

crucial role in helping consumers make decisions about what to buy. This is because

consumers view a well-known brand, which has a strong mental image, as reliable and

reassure them that the brand in question will deliver high-quality products and services,

lowering the likelihood that their purchase will fail (Arvidsson, 2020). Building a strong

corporate brand is particularly crucial for business services, because the product being

purchased is an intangible service, claims Park (2019). Discussions about brand equity and

products appear to include some conceptual ambiguity.

Customers now select their preferred and well-known brands since they are more aware of

them. Businesses must therefore instill a passion for their brands in the hearts of their

customers if they want to compete with others. Although consumers are familiar with and

willing to acquire the goods, brand awareness is another aspect that still affects the choice to

buy, according to Macdonald and Sharp (2020). When a consumer is considering purchasing

a product or service, the first brand name that comes to mind indicates that the product has a

higher level of brand awareness. Higher levels of brand awareness can affect customers'

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decisions to buy, claim Dodds, Monroe, and Grewal (2019). Grewal, Monroe, and Krishnan

(2019) proved the same point. This is among the factors that contribute to a product having

higher level of brand awareness will result in higher share in market and superior evaluations

of their quality.

Customers can quickly recognize a brand by its name, color, symbol, or other characteristics

(Andrea, Ylenia, Giuseppe & Giuseppe, 2022). To put it simply, a brand is something that

makes a customer think of a product. For its creator or merchant, it serves as an identity.

There is more to it than just the name, symbol, tagline, colors, or symbol (Jin & Tser, 2019).

It is a commitment made by the seller to provide the buyer with a certain feature or set of

advantages. A product's personality is revealed via its brand. Developing a strong brand

yields additional marketing benefits. The foundation for building brand loyalty was brand

awareness (Maran, Badrinarayanan & Kumar, 2021). When two products of the same kind

are identical, brand equity leads to preference, claim Bilsen and Emrah (2020). According to

Jin and Tser (2022), brand equity is the value that a brand adds to its market or the additional

amount that consumers are willing to pay to acquire it. Therefore, building brand awareness

is essential to surviving and expanding in a cutthroat market (Andrea, Ylenia, Giuseppe &

Giuseppe, 2022).

Abraham (2022) defines brand awareness as a consumer's capacity to identify or recall a

product's brand. If a consumer recognizes and remembers a brand in one product category

over another, it might be considered to have equity. The degree to which consumers

recognize or recall a brand more quickly than others determines its role in brand equity

(Homburg & Jensen, 2021). Brand awareness is linked to a memorable impression that

manifests in a consumer's capacity to remember or identify a brand under various

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circumstances. Increasing customer understanding of the product category is necessary to

build brand awareness (Clottey, 2022).

The behavior of consumers to keep a relationship with an organization by buying its goods

and services is known as customer brand loyalty (Sirdeshmukh, Singh & Sabol, 2019). A

strong desire to continue purchasing or using a favored good or service in the future is known

as loyalty (Oliver, 2020). To put it another way, loyalty can be defined as the promise to buy

a product or service in the future or as the association with a company whenever there were

other options. In general There are three ways to characterize customer loyalty: situational,

behavioral, and attitudinal (Chaudhuri & Holbrook, 2022). The purchase and usage patterns

that consumers exhibit in their past purchases and usage of a brand and its competitors were

described as behavioral loyalty. Strong customer preferences and an emotional connection to

a brand are typically indicators of attitude loyalty. The circumstances surrounding the

purchase and shopping determined situational loyalty. The majority of businesses would

prefer attitudinal client loyalty, even if all three forms of loyalty have a place in marketing

(Velnampy & Sivesan, 2019). The degree of brand loyalty is influenced by brand awareness.

A measure of a customer's loyalty, intimacy, or bond with a brand is called brand loyalty.

Patents, trademarks, and channel partnerships are examples of additional assets (Yosua,

2022). According to Mowen and Minor (2020), brand loyalty is the state in which customers

have a favorable opinion of a brand, are devoted to it, and plan to keep buying from it. The

ease with which consumers can transfer brands, particularly in the event that the product's

price, design, or material changes, indicates the degree of customer loyalty (Yosua, 2022).

Therefore, a strong brand awareness of a product might lead to product loyalty.

The relationship between brand awareness and customer loyalty will be examined in this

article, which will focus on customer-based brand awareness, or how consumers react to a

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brand name. The paper's primary goal is to demonstrate the impact, if any, that brand

awareness has on the growth of client loyalty.

1.2 Statement of the Problems

When it comes to increasing brand awareness and fostering customer loyalty, brand recall

faces numerous obstacles because it is widely held that without brand recall, there would be

no dependable customers and no assurance as to what we should buy and what we should

avoid (Kotler & Philip, 2012). Since awareness has no direct bearing on purchases, brand

recall also has the drawback of not demonstrating purchase intent.

Before a business reaches the growth or maturity stage, it might be destroyed by a lack of

brand recognition. No one will purchase a product or service if they are unaware that the

brand exists. People with poor brand recognition typically keep a low profile, are insecure,

and communicate incoherently. Low consumer loyalty results from their inability to deliver

on a clear brand promise at their brand touch points.

The majority of Nigerian businesses are unable to generate top-of-mind awareness because

they are unable to increase brand awareness, deliver a remarkable customer experience, or

determine the most effective advertising channel to capture consumers' attention. It will be

challenging for a customer to stick with a brand if it is not at the forefront of their thoughts.

Only when a brand marketer can exhibit honesty and integrity in all that they do, as well as

work to develop expertise, professionalism, transparency, and clear communication, can

brand credibility have a strong, positive, and significant influence on patronage intention and

loyalty action. Unfortunately, many brands are not meeting all of these credible requirements

towards potential customers, which makes them difficult to sell at high cost. A brand's trust is

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undermined when it is unable to convey its values or when it is incapable of asserting a price

premium for the added value it offers.

1.3 Objectives of the Study

The main objective of the study is to determine the significant effects of brand awareness on

customer loyalty. Derived from the above general objective are the following specific

objectives:

1. To examine the relationship between brand recall and customer loyalty.

2. To evaluate the impact of brand recognition on customer loyalty.

3. To assess the impact of top-of-mind awareness on customer loyalty.

4. To investigate the extent to which brand credibility influence customer loyalty.

1.4 Research Questions

The following questions will guide the study;

1. To what extent does brand recall influence customer loyalty?

2. How does brand recognition affect customer loyalty?

3. What is the relationship between top-of-mind awareness and customer loyalty?

4. What is the relationship between brand credibility and customer loyalty?

1.5 Research Hypotheses

The following null hypotheses are synthesized from the research questions raised above:

i. H0 There is no extent at which brand recall influence customer loyalty.

H1 There are extents at which brand recall influence customer loyalty.

ii. H0 Brand recognition has no significant impact on customer loyalty.

H1 Brand recognition has significant impacts on customer loyalty.

iii. H0 There is no degree at which top-of-mind awareness affects customer loyalty.

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 H1 There are degrees at which top-of-mind awareness affects customer loyalty.

iv. H0 There is no extent at which brand credibility influence customer loyalty.

H1 There extents at which brand credibility influence customer loyalty.

1.6 Significance of the Study

The study's conclusions will be very beneficial to the organization, scholars, and researcher.

According to the researcher, the study will be carried out in order to partially fulfill the

requirements for the Higher National Diploma in Marketing Management. The researcher

will get experience in the field as well, as this is her first time performing study. She will gain

understanding of how these concepts work in practice in addition to learning how to apply the

marketing principles she has learned in this course to the real world of business or a real

corporation.

According to the academician, the research will also contribute to the entire body of

academic knowledge. Our knowledge of brand equity and consumer loyalty will grow as a

result of the study. Future researchers will have the information and starting point they need

to conduct more research thanks to this, including staff members and other students.

The company conducting the survey will also have a better understanding of brand awareness

and how to use it to boost customer loyalty to their goods. The company will be able to create

more successful customer loyalty programs as a result, increasing its market share and

profitability.

1.7 Scope of the Study

The purpose of the study is to evaluate how Nestle Nigeria Plc's brand awareness affects

consumer loyalty. To conduct the study, the researcher used the company's name, logo, and

mark. The study examined the following aspects of Nestle Nigeria Plc.'s brand awareness in

Agbara, Ogun State: brand recall, brand recognition, top-of-mind awareness, and brand

believability.

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1.8 Limitations of the Study

The purpose of the study is to evaluate how Nestle Nigeria Plc's brand awareness affects

consumer loyalty. To conduct the study, the researcher used the company's name, logo, and

mark. The study examined the following aspects of Nestle Nigeria Plc.'s brand awareness in

Agbara, Ogun State: brand recall, brand recognition, top-of-mind awareness, and brand

believability.

The study findings might not be generalizable to all industries because the study focused only

on manufacturing industry. Another limitation was that the research work might not be

effective due to some sampling errors. The respondent may be bias in responding to the

question. Another significant barrier to the study's completion was the depletion of research

resources on the subject in question and the employees' attitudes about research projects.

1.9 Operational Definition of Terms

Brand credibility: The believability of a company's product information is known as brand

credibility, and it depends on consumers believing that the brand has the capacity (i.e.,

knowledge) and willingness (i.e., trustworthiness) to consistently deliver on its commitments.

Brand awareness: The degree to which consumers can remember or identify a brand in a

variety of contexts is known as brand awareness.

Brand equity: The marketing industry uses the term "brand equity" to describe the perceived

value of a brand in and of itself, or the social value of a well-known brand name.

Brand loyalty: A consumer's positive sentiments about a brand and their commitment to

consistently buying its goods and/or services, despite flaws, rivals' activities, or

environmental shifts, are referred to as brand loyalty.

Brand name: A brand name, also known as a trade name, is a moniker (often a proper noun)

that a company or manufacturer applies to a certain good or service.

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Brand recall: Brand recall is how likely people are to remember your brand, products, and

services.

Brand recognition: Brand recognition is the extent to which a consumer can correctly

identify a particular product or service just by viewing the product or service's logo, tag line,

packaging or advertising campaign.

Brand: A brand is a name, term, design, symbol or any other feature that identifies one

seller's good or service as distinct from those of other sellers.

Customer Loyalty: is a gauge of a consumer's propensity to do business with a company or

brand again. It is the outcome of satisfied customers, satisfying customer experiences, and the

whole worth of the products or services a consumer purchases from a company. Customer: A

customer is an individual or business that purchases another company's goods or services.

Manufacturing Industry: any industry that makes products from raw materials by the use of

manual labour or machinery and that is usually carried out systematically

Top-of-mind awareness: Top-of-mind awareness is one measure of how well brands rank in

the minds of consumers.

1.10 Historical Background of Nestle Nigeria Plc.

With its headquarters located in Lagos, Nestle Nigeria Plc is a publicly traded food and

beverage specialist company. The Swiss company Nestle S.A. owns the majority of it.

Established in 1961, the business operated under the name Nestle Products Nigeria Limited.

Agbara Industrial Estate in Ogun State is home to its main factory. The company produces

food flavoring, infant food items, breakfast cereal, and a hydrolyzed plant protein blend.

Africa Business magazine named the company one of Africa's top 100 enterprises.

Initially operating under the brand name Nestle Products Nigeria, the company changed its

name to Food Specialties Limited in 1969. After an indigenization promotion directive, it

started trading on the Nigerian Stock Exchange in 1979. The business was renamed Nestle

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Foods Nigeria in 1991, and then Nestle Nigeria PLC ten years later. When the company first

started up, it sold and distributed Nestle items that had previously been brought into the

nation by traders. It established a packaging plant in Lagos in 1971 as a result of increased

demand for its Maggi seasoning product.

In 1978, the company rented space in the recently established Agbara Estate, and three years

later, it started producing Milo and Maggi goods. Agbara was used to make Cerelac in

Nigeria in 1982. The company launched baby weaning products with a higher local content

between 1984 and 1986. These products include Cerelac Maize and Nutrend, which are a

blend of soy and maize. Later on, it unveiled the candy product Chocomilo. In 2020, the

company opened a Maggi factory in Flowergate, Ogun State, to increase manufacturing of its

flagship product.

Nestle Nigeria had previously sponsored a Maggi culinary show and is currently sponsoring

the Maggi national cooking competition. Additionally, it used its Milo brand to fund sporting

events. The company operates a distribution hub in Ota and two facilities in Ogun State.

Nestle brands including Cerelac, Milo, and Maggi cube have become well-known. Nestlé

Nigeria Plc reported its 2021 financial results, revealing an after-tax profit of N287,084,087.

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 CHAPTER TWO

LITERATURE REVIEW

2.1 Conceptual Review

2.1.1 Concept of Brand Awareness

According to Yosua (2022), brand awareness is the degree to which customers are aware of

and able to identify a brand. It includes the capacity of both current and prospective

consumers to recognize and remember a brand in a variety of contexts (Sinoka, Ghishwa,

Muhammad, & Abdul-Ghafoor, 2020). Laurent, Kapferere, and Roussel (2021) divide brand

awareness into two categories: recall and simple recognition. The first and most important

component of the whole brand knowledge system in customers' thoughts is brand awareness,

which reflects their capacity to recognize the brand in a variety of contexts. Brand awareness,

according to Mehreen, Faisal, and Muhammad (2019), is the probability and ease with which

a brand name will be remembered. Brand awareness encompasses a number of levels, such as

recognition, recall, dominance, knowledge, and opinion, and it represents how important a

product is to the consumer (Bilal, Hajra & Muhammad, 2019). Although it is frequently

overlooked, brand awareness is a crucial aspect of brand equity. In addition to being

practically a requirement for a brand to be part of the consideration set (the brands that are

given attention for buying), awareness also affects attitudes and perceptions and can

encourage brand loyalty (Harcourt, 2021). By altering brand associations that create the brand

image, awareness can also have an impact on consumer decision-making (Ogonu & Didia,

2020).

Brand awareness, according to Emari, Jafari, and Mogaddam (2019), is the capacity of a

consumer to recall a specific brand or commercial either on their own or with the help of key

words. According to Hoyer and Brown (2020), it is the capacity of a prospective customer to

identify or remember that a brand belongs to a particular product category. The strength of

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the brand node in a consumer's mind—that is, how quickly a consumer can remember and

recognize the brand in various contexts—is another way to measure brand awareness

(Farquhar, 2019). When customers have bought particular products, brand awareness is

linked to customer value, which influences future purchasing decisions, according to

Moisescu's (2019) research.

As it relates to the degree of a brand's visibility in consumers' minds and their capacity to

recognize it in various contexts, brand awareness is regarded as a necessary instrument for

developing brand equity (Whan & Parker, 2020).The probability and ease with which a brand

name will be remembered are related to its awareness (Richardson, Alan & Arun, 2023).

Brand awareness encompasses both brand recall, which refers to consumers' ability to

retrieve the brand when presented with the product category, the needs that the category

fulfills, or other cues of this kind, and brand recognition, which is translated into consumers'

ability to identify the brand due to prior exposure when given the brand as a cue (Sharp,

2021). Due to brand recognition or recall, brand awareness is a prerequisite for adding a

brand to the consideration set, which is why it is so important in consumer decision-making.

According to Valkenburg and Buijzen (2021), brand awareness is the ability of a consumer to

link a brand to its product category and is widely used to describe an individual's active and

passive knowledge of a particular brand (Simon & Sullivan, 2018). Stated differently, it

denotes a fundamental degree of brand awareness and the degree to which a brand is

ingrained in the consumer's mind (Yoo, Donthu & Lee, 2020; Fitzsimons, Chartrand &

Fitzsimons, 2020). According to Hoyer and Brown (2020), a person's capacity to identify a

range of brand components, including the name, logo, symbol, character, packaging, and

slogan, under various circumstances, is a reflection of their brand awareness, which is linked

to the brand's strength in memory. Brand recognition and brand recall are the two factors that

are most frequently used to gauge brand awareness. Brand recognition can be defined as the

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process of perceiving a brand based on previously encountered experiences, although it

mainly refers to the consumer's capacity to verify prior exposure to the brand when presented

with the brand as a cue (Jalilvand, Samiei, & Mahdavinia, 2021). (Mandler, 2018). When it

comes to brand recognition, people are frequently asked to select from a wide variety of pre-

existing brand options since consumers may quickly recognize a brand if they have seen or

heard of it before (Kwon & Yoon-Hee, 2018).

Conversely, brand recall describes a consumer's capacity to recall a brand when presented

with a cue such as the product category, the demands that the category satisfies, or a purchase

or usage scenario (Lin & Chang, 2023). People are therefore asked to name the specific brand

when presented with the product category or buying scenario in the case of brand recall.

Because it is simpler to recognize a brand than to recall it from memory in general, brand

recall can be viewed as a higher level of brand awareness than brand recognition (Jalilvand,

Samiei, & Mahdavinia, 2021). Both brand recognition and recall influence customers'

decision-making, even if certain consumers may be able to identify a brand but not recollect

it (Jalilvand, Samiei, & Mahdavinia, 2021). To put it another way, customers' decision-

making is influenced by the fundamental state of brand awareness, recognition, and recall.

2.1.2 Constructs of Brand Awareness

2.1.2.1 Brand Recall

The ability of a consumer to remember a brand in a certain circumstance is known as brand

recall (Prashar, Dahir & Sharma, 2019). Reproducing a targeted product or brand that a

consumer is familiar with or has already encountered is known as brand recall (Bagozzi &

Sailk, 2023). Both aided and unaided recall are possible. Helped recall occurs when a

consumer is given a brand name in the form of an advertisement; unassisted recall occurs

when a consumer is given an unbranded advertisement to learn the brand name. According to

the dual-process theory, brand recall is a subprocess of brand recognition (Kintsch, 2019).

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The ability to mentally replicate a target item that has been previously experienced or learned

is known as brand recall (Bagozzi & Sailk, 2023). Prashar, Dahir, and Sharma (2019)

describe it as the degree to which customers recall advertisements and other communications

pertaining to a brand. This kind of brand awareness occurs when a consumer uses

information from memory to identify or remember a brand. The ability of a customer to

accurately produce a brand from memory when presented with brand-related stimuli is known

as brand recall (Baumann, Hamin & Chong, 2021). It is impossible to overlook the

significance of memory when considering brand recall, as memory aspects aid in retrieving

the brand and its competitors, hence influencing the consumer's decision to make the ultimate

purchase (Labroo & Lee, 2020). Ndlela and Chuchu (2020) suggested that top-of-mind

awareness and brand recall may be more important and impactful for well-known brands.

Operationally, a brand recall occurs when a respondent recalls the target object from memory

after being given a trigger.

Consumers' ability to recall a brand based on its category, level of fulfillment of demands,

and situational purchase or use is known as brand recall. When presented with a pertinent

reason, consumers must concentrate and deter to distinguish the brand from recollection

(Nicholls, Roslow & Dublish, 2019). When making a buying decision, consumers are more

likely to select a brand with high brand recall than rivals (Hugo & Yong-Kyun, 2020). Strong

recall increases a brand's likelihood of being taken into account when consumers are making

decisions, giving them a competitive advantage (Ndlela & Chuchu, 2020). Successful brand

recall indicates that advertising campaigns and messaging have effectively ingrained the

brand in customers' thoughts, which results in more effective marketing initiatives. Because

they become the preferred option for recurring purchases, brands that are easy to remember

typically have higher levels of customer loyalty (Thirumalai & Sinha, 2021).

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2.1.2.2 Brand Recognition

According to Thomas and Williams (2023), brand recognition is the speed at which a

customer can identify and distinguish a brand when any of its components—such as the logo

or slogan—are displayed. Giving the customer a complete idea of the advertisement to check

if they have already seen it is known as recognition. Individuals tend to select items that they

are familiar with (Porter & Claycomb, 2019). According to the recognition heuristic put out

by Newell and Shanks (2019), people select the response they are familiar with when faced

with a circumstance in which the right response is unknown. Both methods assess a

consumer's memory in order to gauge how aware they are of the brand or product; recall is an

indirect method, whereas recognition is a direct one (Kintsch, 2019). It has to do with the

consumer's capacity to verify past brand exposure when presented with a cue. Customers

must be able to appropriately identify the brand based on their prior exposure and listen from

the location and manner in which they can readily identify it.

It is clear that a consumer's ability to rapidly identify a brand and how strongly it fits into his

or her consideration set both affect brand buying. According to Hauser (2021), brand

awareness has primarily been measured by brand recognition or brand recall, neither of which

can provide a full and comprehensive picture of the consumer's mindset (Barreda, Bilgihan,

Nusair & Okumus, 2021). Additionally, it has been shown that a consumer's degree of price

consciousness influences their choice to buy. This is why price discounts raise awareness,

according to Hauser (2021). Therefore, it would be intriguing to find out if price-conscious

customers buy more after remembering and identifying the brand that best suits their tastes.

By assessing the moderation of price consciousness with regard to brand recognition and

examining the separate effects of brand recall and recognition on actual purchases, this study

aims to close the gap (Bagozzi & Sailk, 2023).

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According to Keller (1993), referenced in Hauser (2021), brand recognition is the capacity of

the customer to distinguish a brand as having been seen or heard previously. When the brand

is provided a cue, brand recognition serves to validate previous exposure to the brand. A

lower amount of memory strength is needed for recognition than for recall, according to the

"strength theory" or "threshold theory" (Low & Lamb, 2020). Numerous studies have

demonstrated that people typically select items that they are familiar with (Percy & John,

2019), even when they have merely seen the item but are unaware of its existence (Oh, 2023).

According to the recognition heuristic (Macdonald & Sharp, 2020), people will select the

option they are familiar with from prior experience over the unknown option when choosing

an answer in a scenario where the right answer is unknown (Barreda, Bilgihan, Nusair &

Okumus, 2021). The public thinks that the approved choice is safer. Moisescu (2019) defines

brand image as the consumer's perception of the brand based on information and past product

experience, i.e., brand recognition. This is an equally important part of building brand equity.

According to Foi (2020), who cited Aaker (1996), recognition is thought to be more

significant for new or niche brands.

2.1.2.3 Top-of-Mind Awareness

When a consumer thinks of a specific product category, they are more likely to think of the

brand first, which is known as Top-of-Mind Awareness (TOMA) (Pauly & Joshua, 2018).

When a brand achieves TOMA, it has a strong hold on consumers' minds, which frequently

gives it a major competitive edge. Top-of-mind brands are more likely to be given priority

when consumers are making decisions, which raises the possibility that they will make a

purchase. Given that consumers are more likely to select well-known and reputable brands

over unknown ones, TOMA offers a significant competitive advantage (Ger, Belk & Lascu,

2023). Since customers usually choose the brand that comes to mind first, high TOMA is

generally associated with strong brand loyalty. Reaching TOMA shows that marketing efforts

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have been successful and that the brand's message has been understood. A crucial component

of brand strategy is top-of-mind awareness, which guarantees that a brand is the first that

consumers think of in its category (Macdonald & Sharp, 2023).

Customers' awareness of a product or their capacity to recall it is seen to be one of the most

important variables that influence their decision to purchase it (Macdonald & Sharp, 2023).

The most important factor that ultimately influences a customer's decision to buy a product is

their attention and awareness. However, it is extremely improbable that the target buyers

would consider purchasing any brand of that product category if they were unfamiliar with it

(Baltas & Doyle, 2018). Customers' memorability has been regarded as a predictor of

whether a product will be given any consideration for purchase. As a result, awareness has

emerged as a critical component of corporate success, requiring both short-term efforts to

retain customers and long-term investments to achieve (Khan, 2020).

One important determinant of how customers form their own preferences for or against a

worldwide brand is thought to be top-of-mind awareness. The study's main focus, Top of

Mind Awareness (TOMA), is the mental state of consumers that enables them to have a

specific brand name on the tip of their tongue and can demonstrate that they are aware of that

brand (Karam & Saydam, 2019). Accordingly, TOMA is the main component of "Brand

Awareness," which was first established by conventional advertising and a few consistent

reinforcing initiatives. To find out what motivates consumers to buy a specific product,

researchers have examined awareness of a variety of consumer behavior factors (Santoki &

Parekh, 2017). In the end, a brand's top-of-mind (TOMA) status or awareness determines

which brand in a certain product category consumers remember first. Khan (2020) Brands

that are easier to remember have a better chance of entering the consumers' consideration set,

or the pool of brands from which they make their decisions, even though awareness alone is

insufficient to encourage trial and purchase (Karam & Saydam, 2019).

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2.1.2.4 Brand Credibility

Consumer perceptions of a company's dependability and knowledge are two aspects of its

multifaceted idea of brand credibility (Erdem & Swait, 2021). It is essential for affecting how

consumers behave, forming opinions, and strengthening brand loyalty. Two main factors are

frequently used to evaluate brand credibility: knowledge and trustworthiness (Baek, Kim, &

Yu, 2020). Expertise is the idea that a brand has the requisite abilities, know-how, and

competence to effectively deliver its services, whereas trustworthiness is the conviction that a

brand will keep its word and behave in the best interests of the customer. Honesty,

dependability, and integrity are components of trustworthiness (Azadi, Yosefi, & Eydi,

2021). When a brand continuously fulfills its commitments and fulfills its promises, it is seen

as trustworthy. Customers that believe a brand to be trustworthy and honest are more inclined

to interact with it and stick with it (Baek, Kim, & Yu, 2020). Expertise indicates a brand's

proficiency, background, and understanding in its industry. Expert brands are thought to

provide superior goods and services, which might lower the perceived risks of making a

purchase (Erdem & Swait, 2021). Credibility is strengthened by consistent brand behavior

over time and across several touchpoints. Inconsistencies can erode credibility and breed

mistrust.

According to Baek, Kim, and Yu (2020), trust and credibility are fostered by open

communication and transparency in interactions, including handling mistakes. Customers

value companies that are transparent about their choices and procedures. A brand's credibility

can be increased via positive customer reviews and endorsements from reliable sources. A

brand's perceived knowledge and dependability are influenced by social proof from other

customers and industry experts. Customers view establishing a brand's credibility as an

ongoing, long-term investment in the company; as a result, they treat the company as though

17
it were posting a bond that is rescinded when its commitments are broken (Shahid, Hussain &

Zafar, 2017). Customers' opinions of the retail industry have been found to be significantly

influenced by credibility, especially when it comes to pricing strategies, advertising,

encounters with salespeople, and online catalogs (Erdem & Swait, 2021). In the customer-

based brand equity pyramid (Karam & Saydam, 2019), brand credibility is a crucial

component that reflects one facet of the consumer's reaction to the brand. This aligns with our

understanding of brand credibility, which we define as the customer's relationship with a

brand over time (Sweeney & Swait, 2019).

The significance of brand credibility in relation to customer choice is examined by Erdem

and Swait (2021), who show how trustworthy companies lower perceived risk and

information costs. The writers stress that customers can make more certain and fulfilling

decisions when they are dealing with trustworthy brands. Additionally, Sweeney and Swait

(2019) looked at the relationship between customer loyalty and brand equity and brand

credibility. It draws attention to the important role that competence and dependability play in

building brand equity and devoted clientele. The impact of brand credibility on consumer

reactions, such as attitudes and purchase intentions, was examined in the study conducted by

Baek, Kim, and Yu (2020). The results indicated that consumer sentiments and purchase

propensity are positively impacted by brand trustworthiness.

2.1.3 Customer Loyalty

When customers consistently receive the same type of product or service from different

vendors throughout time, this is known as consumer loyalty (Reichheld, 2021). Loyalty is the

degree to which a customer is committed to buying a specific brand of goods or services from

a specific company. In terms of any organization's marketing, it is the ultimate objective

(Azadi, Yosefi & Eydi, 2021). For marketing professionals, the relationship between brand

and customer loyalty is crucial. According to published research, consumer centricity,

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relationship marketing, and marketing communication are all being included into

contemporary marketing strategies. Marketing professionals are aware of the close

relationship between customer pleasure and loyalty. Globally, the number of brands,

especially in the service industry, is growing quickly. As a result, customer happiness is

essential to brand loyalty (Oliver, 2019). Stronger brand loyalty is helping businesses

increase their market share and return on investment (ROI). Higher levels of brand awareness

have an impact on consumers' purchasing decisions (Jacoby, 2018). Brand recognition and

perceived quality are significant factors in consumers' decisions to buy. Additionally, Jacoby

claims that products with a larger market share undergo better quality assessments and

typically have higher levels of brand awareness. According to Alexandris, Kouthouris, and

Meligdis (2020), consumers choose well-known and favored companies as their awareness

grows. When consumers purchase a product for the first time, brand awareness is very

significant; they also perceive this as a strategic choice. Subsequent purchases are made with

a focus on the useful features of the product, like its flavor, quality, practicality, or scent.

Brand awareness typically has a significant impact on follow-up purchases if a particular

product or service has met the expectations of the customer (Fitzgibbon & White, 2018).

According to one definition, brand awareness is the capacity of customers to recognize and

recall a brand. Brand awareness is made up of both brand recall and brand recognition. The

concept of trust remains elusive. This is due to the fact that many similar phrases, including

confidence and trustworthiness, are still used to describe it. One element that is multifaceted,

multidisciplinary, and shows up in different kinds of relationships is trust, which has a much

less universally accepted definition. Numerous facets of trust have been uncovered by

researchers (Erics, 2022). For example, in sociology, trust is structural, while in interpersonal

phenomena, it is a component of an individual's personality or character qualities. In

economics, it is seen as a mechanism of rational choice, while in ethics, it is founded on

19
moral principles. Trust is considered the best relevant antecedent for secure and cooperative

commercial relationships (Alhaddad, 2019).

2.1.4 Brand Awareness Elements and Customer Loyalty

2.1.4.1 Brand Recall and Customer Loyalty

Customer loyalty and brand memory have a substantial and well-established link in

marketing literature. One of the most important aspects of brand awareness is brand recall, or

the capacity of consumers to recall a brand when triggered by a product category (Diedier,

2021). Higher levels of client loyalty are frequently the result of people being able to quickly

recall a brand. When making a purchase, consumers are more likely to select brands that are

simple to remember (Chaudhuri & Holbrook, 2022). This is due to the fact that familiarity

fosters trust and lowers the perceived risk of the transaction. The emotional connection

between a brand and its customers is strengthened when the brand is frequently remembered.

Customers are more inclined to advocate and repurchase brands with whom they have an

emotional connection, which strengthens brand loyalty. Additionally, perceptions of superior

quality are frequently correlated with good brand recall. Customers frequently make repeat

purchases and show devotion to well-known brands because they tend to associate them with

dependability and greater quality. Perceptions of superior quality are frequently associated

with high brand memory (Hoyer & Brown, 2020).

Customers frequently make repeat purchases and show devotion to well-known brands

because they tend to associate them with dependability and greater quality. Customers save

time and effort looking for alternatives when they can quickly recall a brand. This ease of use

can encourage brand loyalty by encouraging repeat business (Karam & Saydam, 2019).

According to Khan (2020), brand loyalty is a crucial part of brand equity, which also includes

brand recall. Increased consumer loyalty is the outcome of strong brand memory and high

20
brand equity. Karam and Saydam (2019) talk on how brand knowledge—which includes

brand recall—influences customer loyalty and views. By influencing purchasing decisions

and customer happiness, strong brand knowledge—including the capacity to recall a brand—

improves consumer loyalty. Chaudhuri and Holbrook (2022) investigate how brand loyalty is

impacted by brand trust. According to the authors, companies that are easy to remember are

more likely to be trusted and to evoke favorable feelings, both of which promote loyalty.

Hoyer and Brown (2020) looked into how customer choice is influenced by brand awareness,

particularly brand memory. It emphasizes that consumers are more likely to choose and

incorporate brands with a high recall rate into their regular buying habits, which fosters

loyalty.

2.1.4.2 Brand Recognition and Customer Loyalty

Customer loyalty is greatly impacted by brand recognition. Customers are more likely to

form a solid, long-lasting bond with a brand when they can quickly identify it. People tend to

view recognizable brands as more trustworthy and dependable (Erdem & Swait, 2021).

Customers who are familiar with a brand are more likely to prefer it over unfamiliar

alternatives because it gives them confidence. A consistent and satisfying consumer

experience is facilitated by brand familiarity. Customers' encounters with a brand are more

seamless and fulfilling when they are familiar with it, which strengthens their loyalty. A

strong emotional connection with clients is frequently the result of strong brand recognition

(Koshim, 2019). Customers are more inclined to stick with a brand if they feel like they

belong and are attached to it. Customer loyalty is greatly enhanced by brand recognition. It

increases consumer satisfaction, fosters emotional bonds, lowers perceived risks, encourages

word-of-mouth marketing, increases price tolerance, and builds trust. Reputable companies

have devoted followings of consumers, which support their ongoing prosperity and edge over

rivals (Martins, 2023).

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Because familiarity lowers the perceived risk involved in their purchasing decisions,

customers are more likely to stick with companies they are familiar with. Brand loyalty and

repeat business are encouraged by this feeling of security. Consumers who are familiar with

and devoted to a brand are more likely to tell others about it (Baltas & Doyle, 2018). A cycle

of recognition and loyalty can be created by positive word-of-mouth from devoted customers,

which can also improve brand reputation and draw in new clients. Brands that are well-

known can frequently command higher costs because devoted consumers are prepared to pay

more for perceived quality and value. The brand's market position and consumer loyalty are

further reinforced by this price tolerance. In his definition of brand equity, Martins (2023)

highlights how crucial brand recognition is to creating a powerful brand. By aiding in

consumer decision-making and lowering ambiguity, brand awareness—a crucial aspect of

brand recognition—contributes to brand loyalty, according to the study. According to Santoki

and Parekh's (2017) research on brand equity, a key factor influencing consumer loyalty is

brand recognition. The study emphasizes that because of their established reputation and

customer trust, well-known brands have higher levels of customer loyalty. Hauser (2021)

investigated how consumer choice and loyalty are impacted by brand credibility, which is

strongly related to brand recognition. Stronger customer loyalty results from the authors'

finding that reputable (and consequently identifiable) companies lower perceived risk and

information costs (Hauser, 2021).

2.1.4.3 Top-of-Mind Awareness and Customer Loyalty

The influence of Top-of-Mind Awareness (TOMA) on client loyalty is substantial. When

people think of a specific product category, the brand that first springs to mind is known as

TOMA. There are numerous important ways in which this high degree of brand recall affects

customer loyalty and behavior (Hoyer & Brown, 2020). Customers are more likely to favor

brands that attain TOMA. Being the first brand that comes to mind increases the likelihood

22
that consumers will choose it over rivals, encouraging loyalty and repeat business. According

to Keller (2013), TOMA frequently indicates perceived quality and dependability. Customers

believe that well-known brands are well-liked and reliable by others, which strengthens their

own faith in and allegiance to the brand. By cutting down on the time and effort required to

find information, TOMA helps consumers make simpler decisions. Because of this

convenience, customers are more likely to remain loyal to the brand they initially remember

(Alba & Chattopadhyay, 2021). Because it affects preference formation, perceived quality,

search cost reduction, emotional connection building, brand advocacy, and resilience against

competitors, Top-of-Mind Awareness (TOMA) has a significant impact on consumer loyalty.

A devoted consumer base that regularly selects their goods or services over competing ones is

a benefit for brands that attain TOMA.

Customers typically develop strong emotional bonds with brands that have a high TOMA.

Because customers are more inclined to stick with businesses that speak to them personally,

this emotional connection increases loyalty (Thoma & Williams, 2023). Customers are more

inclined to suggest a brand to others if they can recall it often (Alba & Chattopadhyay, 2021).

Positive word-of-mouth from devoted clients can strengthen TOMA even more, generating a

positive feedback loop of appreciation and allegiance. By making it more difficult for rivals

to influence devoted clients, TOMA gives businesses a competitive edge. Consumer-

remembering brands are less susceptible to rival marketing campaigns. The significance of

TOMA in creating powerful brands is covered in Thoma and Williams' (2023) study on

customer-based brand equity. The study highlights that because TOMA improves perceived

quality and brand recall, it increases consumer preference and loyalty. Hoyer and Brown's

(2020) study investigates the relationship between customer choice and brand awareness,

including TOMA. It emphasizes that brands with a high TOMA have a higher chance of

being selected, which boosts consumer loyalty. In their study of how memory affects brand

23
choice, Alba and Chattopadhyay (2021) showed that brands with high TOMA have lower

search costs and easier decision-making, which increases brand loyalty.

2.1.4.4 Brand Credibility and Customer Loyalty

Customer loyalty is greatly impacted by brand reputation (Erdem & Swait, 2021). Customers

are more inclined to trust a brand when they think it is credible. Customers are less likely to

engage with a business or make repeat purchases if they lack trust, which is a fundamental

component of loyalty (Azadi, Yosefi & Eydi, 2021). A reputable brand frequently denotes

superior goods or services. Because they anticipate a consistent and fulfilling experience,

customers who believe a brand to be of good quality are more likely to stick with it.

Customers are more emotionally connected when you are credible. Customers form a strong

emotional connection with a company when it continuously meets or beyond their

expectations, which increases loyalty. Reputable brands lower the perceived risk involved in

making purchases. Recurring business and enduring loyalty result from consumers feeling

more at ease and secure when purchasing from a company they trust (Baek, Kim & Yu,

2020).

Customers that are loyal to a brand are more likely to tell others about their great experiences

(Sweeney & Swait, 2019). The brand's trustworthiness is further increased by this word-of-

mouth advertising, which also draws in new clients and starts a loyalty circle. Reputable

companies typically fulfill their commitments, which boosts consumer happiness. Customers

that are happy with a brand are more likely to stick with it and support it going forward

(Baltas & Doyle, 2018). Despite competing offers, consumers are more inclined to stick with

a company they believe to be trustworthy. Since it shows a preference for the brand over

others, this dedication is a crucial component of customer loyalty. Consistent performance

and messaging are frequently the foundation of credibility. Companies that constantly fulfill

24
their commitments create a trustworthy reputation that, over time, encourages client loyalty

(Karam & Saydam, 2019).

Fig 2.1 Conceptual Model of Brand Awareness and Customer Loyalty

Brand Recall

Brand
Recognition Customer
Top-of-mind Loyalty
Awareness

Brand Credibility
Source: Researcher, (2024).

2.2 Theoretical Review

2.2.1 Theory of Reciprocity

A behavioral reaction wherein good deeds are rewarded and bad deeds are condemned is

implied by reciprocity theory. An act of kindness is evaluated in such a relationship based on

its intentions as well as its results. According to the theory, when one party takes an action,

the other party is required to take a compensatory action in return. This explains how the

parties involved are required to reciprocate the action jointly. Such mutual expectations place

the parties in a relationship of guaranteed benefits that establishes the parameters for both

present behavior and potential future developments.

25
As a result, the two parties lay the groundwork for a solid future partnership. The

aforementioned explanation makes it quite fair to assume that offering sustainable service

quality can win over customers' loyalty, and that shared expectations and rewards are what

determine customer pleasure, which in turn determines long-term customer loyalty. In this

regard, Schneider et al. (2018)'s findings are highly pertinent to their conclusion that, on the

whole, customers' perceptions of service quality and the global service climate indicated a

strong reciprocity in the relationship between customer loyalty and sustainable service

quality.

In light of this empirical data from the literature, our study examines its initial research

question: How does customer loyalty and sustained service quality relate to satisfaction?

2.2.2 Apostle Model Theory

Jones (2001) presented the Apostle model, which hypothesized an arrangement of a link

between customer satisfaction and customer loyalty. Under this arrangement, clients have

been placed in four sets of categories, i.e.:

“Loyalist/apostle (high satisfaction _ high loyalty)”;

“Defector/terrorist (low satisfaction _ low loyalty)”;

“Mercenary (high satisfaction _ low loyalty)”;

“Hostage (low satisfaction _ high loyalty)”.

Under this approach, customer loyalty was driven by customer satisfaction. Importantly, there

is no clear-cut or linear relationship between customer pleasure, customer loyalty, and service

quality. Similar to this, increased client satisfaction does not always translate into customer

loyalty or a more optimistic attitude among the clientele because other factors, including

convenience, expectations, customer service, interpersonal relationships, rewards, reputation,

community outreach, and switching costs, all play a role in defining customer loyalty. On the

other hand, while being unhappy with the service, the high switching fees may be the

26
deterrent to breaking the commitment. According to Siddiqui et al. (2019), loyalists and

hostages seemed to belong to more lucrative market segments since they had little desire to

migrate between highly and less competitive marketplaces. On the surface, the relationship

between customer loyalty and satisfaction seems to be moderated by the switching cost. Our

investigation leads us to the second research question, which is based on the Apostle model

and the body of existing literature:

How much of a moderating effect does switching cost have on customer loyalty and

satisfaction? Since the idea of switching cost does not seem to fit within the purview of

reciprocity theory, it has been added as an external variable in the relationship between

customer happiness and customer loyalty. This situation supports the application of the

Apostle model to ascertain the moderating function of switching costs in the relationship

between customer loyalty and customer satisfaction.

The switching cost and its moderating effects on the link between customer satisfaction and

customer loyalty are the specific subject of this study. However, the study also plans to look

into how customer happiness influences the relationship between customer loyalty and

sustainable service quality. However, a client's level of satisfaction may vary depending on

the market structure. Therefore, it is much more important to demonstrate whether

competition of any kind in a particular industry causes the relationship between the constructs

to shift. A satisfaction-loyalty model has been created and simulated in Nigeria's mobile

services industry in order to assess the hypothesis.

2.2.3 Expectancy Theory

Victor H. Vroom created the expectation theory in 1964 as a result of his research into the

reasons behind decision-making. The study of management can benefit from this notion.

expectation theory, often known as the expectation theory of motivation, suggests that people

would act or behave in a particular way because they are driven to choose a particular course

27
of action above others because they anticipate the outcome of that choice. Essentially, the

outcome's attractiveness dictates the behavior selection's motive. The cognitive process by

which a person interprets the many motivating factors, however, lies at the heart of the idea.

This is carried out prior to making the final decision. When deciding how to conduct, the

result is not the only consideration. Expectancy theory examines how people think about

making decisions. It describes the steps a person takes in order to make decisions. "This

theory emphasizes the needs for organizations to relate rewards directly to performance and

to ensure that the rewards provided are those rewards deserved and wanted by the recipients."

According to Victor H. Vroom (1964), motivation is an individual-controlled process that

influences decisions among various voluntary activities. The person bases their decisions on

assessments of the likelihood that the anticipated outcomes of a particular conduct will finally

correspond with or result in the intended outcomes. A person's expectation that a certain

effort would result in the desired performance, the instrumentality of that performance in

reaching a particular outcome, and the desirability of that outcome for the individual—known

as valence—all contribute to motivation. The behavioral process by which people select one

course of action over another is explained by the expectation theory of motivation. According

to this theory, people can be inspired to pursue their goals if they think that their efforts and

performance are positively correlated, that a good performance will lead to a desirable

reward, that a performance will satisfy a significant need, and/or that the result will satisfy

their need sufficiently to justify the effort.

2.3 Empirical Review

The relationship between brand awareness and the three main components of customer

lifetime value (CLV)—profit margin, customer acquisition, and customer retention—was

investigated by Stahl, Heitmann, Lehmann, and Neslin (2023). We look at a special database

28
from the US auto industry that incorporates brand equity metrics from Young & Rubicam's

Brand Asset Valuator (BAV) over a ten-year period with acquisition rate, retention rate, and

customer profitability data. According to our hypothesis, BAV brand equity has a large and

relevant relationship with the CLV components. The study also discovered that marketing

initiatives use brand equity to indirectly affect CLV. Exogenous brand equity alterations or

marketing adjustments can have a significant impact on CLV, according to simulations. All

things considered, the results suggested that the "hard" and "soft" aspects of marketing should

be handled in tandem. We talk about these and other consequences for practitioners and

researchers.

Collins, Yusuf, and Beatrice (2022) investigated the connection between independent

petroleum dealers' competitive advantage and brand awareness in Uasin Gishu County,

Kenya. The study was based on the brand equity idea. The study used a correlational design.

26 independent petroleum dealers were selected from the target population, which included

28 independent petroleum dealers and a sample size of 338 employees, using a stratified and

straightforward random sampling approach. The questionnaire was selected as the data

collection tool. Stahl, Heitmann, Lehmann, and Neslin (2023) looked at the connection

between brand awareness and the three primary elements of customer lifetime value (CLV):

profit margin, client acquisition, and customer retention. We examine a unique database from

the US auto sector that includes acquisition rate, retention rate, and customer profitability

information along with brand equity measures from Young & Rubicam's Brand Asset

Valuator (BAV) during a ten-year period. Our hypothesis states that there is a significant and

meaningful correlation between the CLV components and BAV brand equity. The study also

found that marketing campaigns indirectly impact CLV by leveraging brand equity.

Simulations indicate that changes in marketing or exogenous brand equity can significantly

affect CLV. Overall, the findings indicated that the "soft" and "hard" facets of marketing

29
should be managed together. We discuss these and other implications for scholars and

practitioners.

In Uasin Gishu County, Kenya, Collins, Yusuf, and Beatrice (2022) looked into the

relationship between brand awareness and the competitive advantage of independent

petroleum dealers. The concept of brand equity served as the basis for the investigation. A

correlational design was employed in the study. Using a stratified and simple random

selection technique, 26 independent petroleum dealers were chosen from the target

population, which consisted of 28 independent petroleum dealers and a sample size of 338

personnel. The questionnaire was chosen as the instrument for gathering data. The collected

data was analyzed using both descriptive and inferential statistics. Means, standard

deviations, frequencies, and percentages were used to evaluate and present descriptive data.

The hypotheses were investigated using multiple regression analysis. The results of the

survey showed that most workers concurred that branding had improved the gas station's

visibility and competitive advantage. Additionally, most employees believed that strong

branding had influenced consumers' decisions to buy. Additionally, most consumers had no

trouble memorizing the petroleum brands. They also agreed that the branding of petrol

dealers would increase the gas station's brand recognition. The study found a significant and

positive correlation (p = 0.000) between brand awareness and independent gasoline dealers'

competitive advantage. The study recommended that brand endorsement be given more

weight in order to boost the competitive advantage of independent gas dealers in Uasin Gishu

County.

Yosua (2022) established and investigated brand equity variables, including brand awareness,

brand association, perceived quality, and brand loyalty, to see whether they had a significant,

concurrent, and partial influence on consumers' decisions to purchase products from ACE

Hardware Indonesia. Samples were gathered using convenience sampling through an online

30
form. The data was analyzed using multiple regression techniques. Although the results

varied somewhat, the hypothesis test showed that all brand equity elements have a substantial

impact simultaneously. Perceived quality and brand loyalty have a greater impact on

purchasing decisions than brand awareness or association. Consequently, the study

recommended that companies increase their level of product market knowledge.

Muhammad, Ambolau, and Mukhamad (2022) investigated how brand awareness and image

influenced customers' purchasing decisions. This study aims to: (1) examine the relationship

between brand awareness and buying decisions. (2) To look into how brand perception

affects decisions to buy. (3) To look at the simultaneous effects of brand awareness and brand

image on purchasing decisions. In this work, a quantitative approach to explanatory research

was used. The 94 customers who bought 600ml bottles of Aqua were chosen using the

Purposive Sampling Technique. The data was gathered using a legitimate and trustworthy

questionnaire, and multiple regression analysis was employed for analysis. According to the

study, (1) brand awareness has a moderate impact on purchasing decisions, (2) brand image

has a moderate impact on purchasing decisions, and (3) both brand awareness and brand

image have an impact on purchasing decisions simultaneously. Purchase decisions are

significantly influenced by brand awareness, according to the t test. Because brand awareness

has a big influence on buying decisions, the company expected to maintain, manage, and

improve it.

George, Caleb, and Patrick (2022) evaluated the effect of brand awareness on customer

retention at Kenya's Airtel cellphone company. Among the elements of brand awareness that

were examined were the marketing tactics used by the Airtel Kenya mobile firm to retain

customers and increase brand visibility. The study employed a descriptive survey design. The

31
questionnaires used to collect the data were entirely completed by 334 respondents.

Descriptive and content analysis techniques were used to examine the data. The article claims

that the Airtel mobile firm has developed its reputation through tactics like timely and

efficient services. The company uses a range of promotional tactics to raise brand recognition

among its customers. Television commercials, sales promotions, and tariff rate hikes are the

most often used promotional strategies. According to the report, Airtel Kenya has benefited

from promoting its well-known brand to potential customers. The paper suggests that Airtel

Mobile should increase its marketing strategies, such taking part in charitable causes, to

demonstrate to customers that the company is concerned about their welfare rather than just

its bottom line.

The degree to which fast food restaurants in Rivers State, Nigeria, leveraged brand credibility

to sway customer loyalty was evaluated by Harcourt (2021). A sample of 39 fast food

companies was chosen from the 65 participants in the survey using the Taro Yemen formula.

Using the fundamental random sample technique, 200 respondents were selected at random

from 39 fast food establishments in Rivers State, Nigeria. The information was obtained

using a questionnaire survey with 200 participants. Using 200 copies of the disseminated

questionnaires, a 93 percent response rate was obtained. Regression statistics were used to

test the hypotheses. The findings demonstrate that patronage intention and action are

strongly, favorably, and significantly influenced by emotional brand credibility. Additionally,

the study discovered that patronage intention and action are strongly, favorably, and

significantly influenced by rational brand credibility. Thus, the study came to the conclusion

that Rivers State consumers' preference for fast food restaurants is greatly influenced by

brand trustworthiness. Among other things, the study suggested that fast food managers

32
should pay close attention to emotional brand credibility to make sure their businesses

appropriately handle patronage intents and patronage action.

Asaad and Serdar (2021) examined how raising brand awareness in North Cyprus affects

customer behavior through the media. In light of how consumers view a brand, the study

looked at the significance of these aspects of customer-built brand equity: brand awareness,

brand loyalty, brand image, and consumer behavior. This is predicated on the idea that

consumer views of the brand would be influenced by all of these aspects of customer-based

brand image and loyalty. Finding out which of these three elements—consumer behavior,

brand loyalty, and brand image—seem to have the least amount of brand equity in restaurants

is the aim of this study. Furthermore, it looks for differences in customer-based brand equity

between fast food and other kinds of businesses depending on each of these variables. Due to

scale differences and the influence of various media on consumer behavior, brand awareness

was examined separately from other aspects. To address the research issue, a structured

survey was created. One hundred and fifteen questionnaires about technology and societal

facilities were delivered as part of this study. Four aspects of consumer brand equity—

specifically, brand awareness, brand image, perceived quality, and brand loyalty—were

examined in the study. Customers appear to rate brand loyalty as having the lowest brand

equity rating out of the three criteria. However, the dimension appears to affect how

consumers view the brand. In light of customer behavior, this article also offered a solution to

brand recognition through media shop sellers, which may aid the sellers in promoting their

goods.

Perera and Dissanayake (2021) investigated how female customers' decisions to buy foreign

makeup items were influenced by brand awareness, brand association, and brand perceived

33
quality. A structured questionnaire was used after primary data was collected as part of the

study's deductive research methodology. Along with the development of hypotheses, the

relationships between each chosen aspect of brand equity and the purchasing decisions of

female consumers were investigated. Two hundred female consumers who were

representative of the young category made up the sample size. The findings showed that

brand awareness, brand association, and brand perceived quality were significantly correlated

with female consumers' decisions to purchase foreign makeup products, and that these factors

had a significant influence on those decisions. Additionally, the researchers discovered that,

with a correlation value of 0.918, brand awareness was the most significant factor influencing

purchase decisions among the chosen brand equity determinants. Both descriptive and

inferential statistics have been examined after the findings. In order to generate knowledge

through this empirical study, the management implications have been examined, with

particular reference to the branding and marketing promotion contexts.

Ogonu and Didia (2020) investigated how much consumer preference for fast food

restaurants in Rivers State, Nigeria, is influenced by brand reputation. 130 respondents from

65 fast food companies were chosen to take part in the study using the basic random sampling

technique. To gather primary data, the study used a structured questionnaire. The study

achieved a 79.4 per cent response rate. The simple regression statistic was employed to

evaluate the hypotheses. The results reveal that brand credibility has a large and favorable

influence on customer patronage in terms of patronage intention, actual patronage and repeat

patronage. The study comes to the conclusion that fast food companies can boost consumer

loyalty by emphasizing brand credibility. In order to achieve ideal client patronage, fast food

companies' management should concentrate on implementing higher degrees of brand

credibility techniques. The study indicated that managers of fast food enterprises should

34
focus on brand credibility techniques to gain client patronage in the form of patronage

intention, actual patronage and repeat patronage.

Monaliza and Harriet (2020) studied the impact of brand awareness on customer loyalty: a

case study of Melcom – Agona Swedru. A qualitative research design guided this study and

the interviewing method of data collection was used in gathering information from the

respondents. The respondents of this study included both workers and customers of Melcom.

A simple random sampling was employed in choosing 27 respondents for the study. The

researcher evaluated the data using STATA and Microsoft Office. An informed consent was

sought from the responders and all ethical considerations were adhered to. From the study,

15(55.6%) were males and 12 (44.4.0%) were girls. The researcher split the ages of the

respondents into groups of four age disparities per the outcome of the interview starting from

age of 15-19years and terminated at ages of 40-44. The chart indicates that, of these groups,

10 (37%) of the respondents were between the ages of 35 and 39, while only one individual,

or 3.7% of the total, was in the 20–24 and 40–44 age groups. According to the table's third

sociodemographic characteristic, "level of education," only five respondents (18.5%) have

ever attended higher school, while 14 respondents (51.9%) have only completed senior high

school. Additionally, of the 27 respondents, 25 (92.6%) identified as Christians and the other

2 (74.4%) as Muslims. The study suggested that in order for enterprises in Agona Swedru to

fulfill some of their social and educational responsibilities, the government could try to start

projects (workshop centers, business branding awareness partnerships). Through outreach

initiatives like Agona Swedru, policymakers (such as the Ghana Revenue Authority and the

Media and Business Management Team) must raise business knowledge and awareness. To

help detect more dubious concerns pertaining to brand recognition and communication-

related problems, it is advised that the surveys be carried out in different parts of the nation.

35
Sinoka, Ghishwa, Muhammad, and Abdul Ghafoor (2020) investigated how social media

content marketing and brand awareness affected consumers' decisions to buy. An online

survey was used to gather the data for this study. There were 150 responders in all, 60% of

whom were female and 40% of whom were male. Investigating the connection between

social media content marketing and brand recognition and consumer purchasing decisions

was the aim of this study. The findings, however, show that social media content marketing

has a moderately positive significant association with consumer purchase decisions, whereas

brand awareness has a weakly positive significant relationship.

In the restaurant industry in Lahore, Pakistan, Ali and Muqadas (2020) examined the

relationship between brand equity and brand loyalty through the mediation of customer

happiness. Physical quality, staff conduct, ideal self congruence, brand identification,

lifestyle congruence, trust, and environment are the seven characteristics of brand equity that

are used in this study. Data from patrons who choose restaurants for their eating needs has

been gathered through the use of questionnaires. 400 respondents provided the data, which

SPSS and AMOS were used to analyze. The survey is restricted to fast-food establishments

located just in Lahore. Future research can be done in a variety of corporate and cultural

contexts. This study presents a foundation for investigating how trust influences brand loyalty

through customer satisfaction as a mediator. It also gives managers useful advice on how to

train staff members to increase customer happiness and loyalty.

Four aspects of brand equity and market performance (consumer acquisition) were examined

by Horsfall and Mac-Kingsley (2020). A questionnaire was used to gather information from

the academic staff of three tertiary educational institutions in Rivers State (236), as well as

36
the management of food and beverage businesses in the state (54) in the state. After the

Cronbach alpha test was used to assess the data instruments, all variables exceeded the

standard of 0.7. employing regression analysis, ANOVA, and Pearson's products moment

correlation coefficient to analyze the data. Through various statistical interaction levels and

relationship directions, the study revealed that all of the brand equity dimensions examined

were crucial in affecting the customer acquisition behavior at P < (0.05) (one tailed). In

particular, it was discovered that the most significant statistical relationship between market

performance and brand awareness was followed by perceived quality, brand loyalty, and

brand connection. Because of the statistically significant association between the three

aspects of brand equity—brand awareness, perceived quality, and brand loyalty—and

customer acquisition, the study suggested, among other things, that managers of food and

beverage companies focus on these aspects.

Mehreen, Faisal, and Muhammad (2019) tested the moderating role of price consciousness in

the link between brand recognition and actual purchase, as well as the effects of the two

characteristics of brand awareness—brand recall and brand recognition—on consumers'

actual purchases. Since they are both customers and actively involved in household

expenditures, the majority of study participants were female retail store patrons. The poll

received 175 replies (125 for brand recognition and 50 for brand memory), and two distinct

studies were carried out, i.e., for brand recognition and brand recall. The findings showed a

positive correlation between actual purchase and brand identification and recall. Price

consciousness did not appear to have a moderating influence. In addition to expanding the

body of knowledge, the article helps managers formulate strategies that balance brand

recognition and memory, which are equally crucial for real purchases.

37
Customers' brand recall and its components, such as brand awareness, brand association, and

brand recognition, were examined by Bilal, Hajra, and Muhammad (2019). This study aims

to determine how brand recall affects consumers' intentions to make purchases. We also

determine the link between the independent and dependent variables in this study. This is the

main study, and SPSS software was used for analysis after data was gathered via a

questionnaire. 400 responder samples were gathered for this study in order to assess the

model's dependability. The study's findings suggest that consumers' purchase intentions are

positively impacted by brand recognition and association. Consumers typically purchase and

favor goods that they are familiar with and have a favorable association with those

brands.Descriptive and inferential statistics were used to analyze the data that was gathered.

Descriptive data were analyzed and presented using means, standard deviation, frequencies,

and percentages. Multiple regression analysis was used to examine the hypotheses.

According to the study's findings, the majority of employees agreed that branding had

increased the gas station's competitive edge and visibility. Furthermore, the majority of

employees thought that consumers' purchasing decisions had been influenced by powerful

branding. Likewise, the majority of consumers found it simple to commit the petroleum

brands to memory. They also concurred that the gas station's brand recognition would rise

with the branding of gasoline dealers. Brand awareness and the competitive advantage of

independent petroleum dealers were shown to be significantly and favorably correlated by the

study (p = 0.000). The study suggested that in order to increase the competitive advantage of

independent gas dealers in Uasin Gishu County, brand endorsement should be given more

weight.

Brand awareness, brand association, perceived quality, and brand loyalty are the brand equity

variables that Yosua (2022) identified and examined to see if they have a significant,

simultaneous, and partial impact on consumers' decisions to buy products from ACE

38
Hardware Indonesia. Convenience sampling was used to collect samples via an online form.

Techniques for multiple regression were used to analyze the data. The hypothesis test

revealed that all brand equity factors have a significant impact at the same time, however the

results vary to some extent. Purchase decisions are significantly influenced by perceived

quality and brand loyalty, but not by brand awareness or brand association. As a result, the

study suggested that businesses raise their level of market awareness of their products.

Muhammad, Ambolau, and Mukhamad (2022) looked into how brand image and awareness

affected consumers' decisions to buy. The purpose of this study is to: (1) investigate how

brand awareness influences purchase decisions. (2) To investigate how brand image

somewhat influences purchase decisions. (3) To investigate how brand image and brand

awareness affect purchase decisions at the same time. Explanatory research using a

quantitative method was employed in this study. The Purposive Sampling Technique was

used to select the 94 customers who purchased 600ml bottles of Aqua. A valid and reliable

questionnaire was used to collect the data, and multiple regression analysis was used for

analysis. The study found that: (1) brand awareness influences purchase decisions to some

extent, (2) brand image influences purchase decisions to some extent, and (3) brand

awareness and brand image affect purchase decisions at the same time. The t test indicates

that brand awareness has a significant impact on purchase decisions. As a result, the business

anticipated maintaining, managing, and enhancing brand awareness, which has a significant

impact on purchase decisions.

The impact of brand awareness on customer retention at Kenya's Airtel mobile company was

assessed by George, Caleb, and Patrick (2022). The Airtel Kenya mobile company's brand

visibility and customer retention marketing strategies were among the aspects of brand

awareness that were investigated. The survey design used in the study was descriptive. 334

respondents fully completed the questionnaires that were used to get the data. The data was

39
analyzed using descriptive and content analysis methods. According to the report, the Airtel

mobile company has used strategies like prompt and effective services to build its brand. To

increase brand awareness among its clientele, the business employs a variety of promotional

strategies. The most popular promotional tactics include television ads, sale promotions, and

tarriff rate increases. The survey also showed that Airtel Kenya has profited from marketing

its well-known brand among prospective clients. According to the report, Airtel Mobile could

step up its promotional tactics, such participating in humanitarian endeavors, to show

consumers that the company cares about their well-being rather than just making money.

Harcourt (2021) assessed the extent to which fast food establishments in Nigeria's Rivers

State used brand credibility to influence consumer patronage. Based on the Taro Yemen

formula, a sample of 39 fast food companies was selected from the study's population of 65.

200 respondents were chosen at random from 39 fast food restaurants in Nigeria's Rivers

State using the basic random sample technique. A questionnaire survey with 200 respondents

was used to get the data. A 93 percent response rate was achieved by using 200 copies of the

questionnaires that were distributed. The hypotheses were tested using basic regression

statistics. The results illustrates that emotional brand credibility has a strong, positive and

significant influence on patronage intention, and a very strong, positive and significant

influence on patronage action. The study also found that rational brand credibility has a

strong, positive and significant influence on patronage intention and patronage action. The

study therefore, concluded that brand credibility significantly influences customer patronage

of fast food firms in Rivers State. The study recommended amongst others that fast food

managers should focus particularly on emotional brand credibility to ensure that their

companies address adequately, patronage intentions and patronage action.

Asaad and Serdar (2021) analysed improving brand awareness and its impact on consumer

behavior via media in North Cyprus. The study examined the importance of these dimensions

40
(brand awareness, brand loyalty, brand image and consumer behavior) of customer built

brand equity in light of consumer's perceptions of a brand. This is focused around the

assumption that all these dimensions of customer based-brand image and loyalty will have

impact on consumer's perceptions of brand. However, the purpose of this study is to

determine which of these three factors—brand image, brand loyalty, and consumer behavior

—seem to have the least amount of brand equity in restaurants. Additionally, it seeks to

determine whether customer-based brand equity varies between fast food and other types of

establishments in terms of each of these factors. Brand awareness was treated with

independently from different dimensions because of the difference in scale, and moreover

media and sorts of media affecting on consumer behavior. An organized survey was

constructed to provide answers to research question. In this study, one hundred and fifteen

questionnaires, on facilities available in the society, and technology were distributed. The

research studied four dimensions of consumer's based-brand equity specifically brand

awareness, brand image, perceived quality and brand loyalty. Among the three dimensions,

brand loyalty seems to have the minimum brand equity rating by consumers than alternate

dimensions. Although, the dimension seem to have impact on consumer perceptions of brand.

This paper likewise provided a solution to brand awareness via media store sellers which may

help the sellers to promote their products in light of consumer behavior.

Perera and Dissanayake (2021) examined the impact of brand awareness, brand association

and brand perceived quality on female consumers' purchase decision of foreign makeup

products. The research approach of the study is deductive discipline and primary data were

gathered followed by a structured questionnaire. The relationships between each selected

brand equity element and female consumer purchase decision were examined along with

hypotheses developed. The sample size was 200 female consumers who represented the

youth segment. Results revealed that there were significant relationships between Brand

41
Awareness, Brand Association and Brand Perceived Quality and female consumers‟ buying

decision of foreign makeup products and those elements were having a high impact on female

consumers‟ buying decision of foreign makeup products. Further, the researchers were able

to recognize that, among the selected brand equity determinants, brand awareness was the

most influential element towards purchase decision with a correlation value of 0.918. It has

discussed the findings followed by both descriptive and inferential statistics. The managerial

implications have been discussed specially referring to the contexts branding and marketing

promotion as to produce knowledge contribution through this empirical study.

Ogonu and Didia (2020) examined the degree to which brand credibility influence customer

patronage of fast food firms in Rivers State, Nigeria. The simple random sampling technique

was employed to select 130 respondents from 65 fast food firms to participate in the study.

The study utilized structured questionnaire to collect primary data. The study obtained a 79.4

per cent response rate. The simple regression statistic was used to test the hypotheses. The

results suggest that brand credibility has a significant and positive influence on customer

patronage in terms of patronage intention, actual patronage and repeat patronage. The study

concludes that brand credibility, if emphasized in fast food firms can increase customer

patronage. The implication for management of fast food firms is that they should focus on

higher levels of brand credibility practices to attain optimal customer patronage. The study

recommended that managers of fast food firms should focus on brand credibility strategies to

attract customer patronage in the form of patronage intention, actual patronage and repeat

patronage.

Monaliza and Harriet (2020) explored the impact of brand awareness on customer loyalty: a

case study of Melcom – Agona Swedru. A qualitative research design guided this study and

the interviewing method of data collection was used in extracting information from the

respondents. The respondents of this study were both staff and customers of Melcom. A

42
simple random sampling was used in selecting 27 respondents for the study. The researcher

analyzed the data using STATA and Microsoft Office. An informed consent was sought from

the respondents and all ethical issues were adhered to. From the study, 15(55.6%) were males

and 12 (44.4.0%) were females. The researcher divided the ages of the respondents into

groups of four age differences per the outcome of the interview starting from age of 15-

19years and ended at ages of 40-44. Of these groups, the table shows that, the majority of the

respondents 10 (37%) were in the ages of 35-39years and also few, 3.7% (1 person) each was

in the age group of 20-24 and 40-44 years. The third socio-demographic variable from the

table (level of education) reports that, 14 (51.9%) respondents had Senior High School as

their highest level of education, while few of the respondent, 5(18.5%) have ever had tertiary

education. Also, among the 27 respondents, 92.6% (25 respondents) were Christians while

the remaining 7.4% (2 respondents) were Muslims. The researcher recommended that the

Government should endeavor to initiate ventures (workshop centers, business branding

awareness joints) for businesses in Agona Swedru in order for them to meet some of their

societal and educational obligations in the society. There is a need for policy makers (the

Ghana Revenue Authority, the Media and Business Management Team for instance) to

increase information and awareness of businesses through outreach programmes Agona

Swedru. It is recommended that, the studies should be conducted in other part of the country

to help identify more questionable problems relating to brand awareness and communication

related issues.

Sinoka, Ghishwa, Muhammad and Abdul Ghafoor (2020) examined the impact of brand

awareness and social media content marketing on the consumer purchase decision. The data

for this research was collected through an online questionnaire. The total number of

respondents for this study was 150 (60% females; 40% males). The objective of this research

was to investigate the relationship between brand awareness and social media content

43
marketing with the consumer purchase decision. However, results indicate that brand

awareness has a weak positive significant relationship with consumer purchase decision

whereas, social media content marketing has a moderate positive significant relationship with

the consumer purchase decision.

Ali and Muqadas (2020) investigated the impact of brand equity on brand loyalty with the

mediation of customer satisfaction in restaurant sector of Lahore, Pakistan. The study uses

seven dimensions of brand equity, which include physical quality, staff behavior, ideal self

congruence, brand identification, life style-congruence, trust and environment. Questionnaire

has been used to collect the data from the customers using restaurants as a choice for their

food demand. The data has been collected from 400 respondents and analyzed through SPSS

and AMOS. The study is limited only to the fast-food restaurants situated in the city of

Lahore only. Future studies can be conducted across different type of businesses and cultures.

This paper provides a basis to study the effect of trust on brand loyalty with mediation of

customer satisfaction and offers practical help for managers to train employees which could

enhance customer satisfaction and loyalty.

Horsfall and Mac-Kingsley (2020) investigated the relationships between four dimensions of

brand equity and market performance (customer acquisition). Data were drawn through

questionnaire from the management of food and beverage firms in Rivers State (54) and

academic staff of three tertiary institutions of learning in Rivers State (236). The data

instruments were validated using Cronbach alpha’s test, whereupon all variables surpassed

the benchmark 0.7. Analyzing the data using the Pearson’s products moment correlation

coefficient, ANOVA and regression technique. The study unveiled that through different

levels of statistical interactions and directions of relationships, all the dimensions of brand

equity studied were critical at P < (0.05) (one tailed) in determining the behaviour of

customer acquisition. Specifically, brand awareness was found to have the most critical

44
statistical interaction with market performance, followed by perceived quality, brand loyalty

and brand association. The study recommended amongst others that management of food and

beverage firms should key in three dimensions of brand equity (brand awareness, perceived

quality and brand loyalty) to customer acquisition, since the study reveals that there is a

statistically significant relationship between them.

Mehreen, Faisal and Muhammad (2019) examined the impact of the two properties of brand

awareness, i.e., brand recall and brand recognition on actual purchase of the consumers also

testing the moderating effect of price consciousness in the relationship between brand

recognition and actual purchase. Majority of the respondents for the study were female

shoppers at the retail stores as they are the consumers as well as they play an active role in

home budgets. Two separate studies were conducted, i.e., for brand recognition and brand

recall, and the survey used 175 responses (125 for brand recognition and 50 for brand recall).

The results revealed that brand recall and brand recognition have a positive relation to actual

purchase. No moderating effect of price consciousness was found. The paper not only adds to

the knowledge but is also important for managers in developing their strategies for the right

fit between the brand recall and brand recognition being equally important for the actual

purchase.

Bilal, Hajra and Muhammad (2019) analyzed customers brand Recall and its elements

including brand awareness, brand association, and brand recognition. The purpose of this

research is to identify the impact of brand recall on customer purchase intention. In this

research we also identify the relationship between the dependent and independent variables.

This is the primary research and data has been collected through questionnaire and for

analysis purpose SPSS software has been used. In this study samples of 400 respondents has

been collected and tested the reliability of the model. The result of the study indicates that

Brand recognition and association have a positive impact on the customers purchase

45
intention. Customers mostly buy and prefer those products which they recognize and have

some positive association or link with that brands.

2.4 Summary of the Literature

According to the information above, this session was successful in revealing a document that

was based on earlier and more recent results by researchers, academics, and authors and that

dealt with the topic of "brand awareness and customer loyalty". The conceptual aspect went

over the idea of brand awareness and refers to it as the extent to which consumers are familiar

with a brand and can recognize it. Further discussed the constructs of brand awareness which

are Brand recall, brand recognition, top-of-mind awareness and brand credibility followed by

the concept of customer loyalty. The researcher then explained in details the relationship

between the elements of brand awareness elements and customer loyalty supporting the

relationship with a drawn model. There are so many theories relating to brand awareness but

just three theories were selected which best explained the concept under study and these

theories are theory of reciprocity, apostle model theory and expectancy theory. From 2019 to

date, a review of empirical studies on brand awareness and related issue was also addressed.

46
 CHAPTER THREE

METHODOLOGY

3.1 Research Design

This study's research design is descriptive. According to Sharma (2019), a descriptive study

design uses contextual factors to scientifically examine and detail subject behavior. In order

to comprehend the impact of brand awareness on customer loyalty in Nigeria, with particular

reference to Nestle Nigeria Plc, this study uses a descriptive research design.

3.2 Population of the Study

The population is the collection or group of all the units to whom the results of the study are

to be applied. Stated differently, a population is a grouping of all the units that have the

variable characteristic under study and for which research findings can be extrapolated

(Shukla, 2020). All of the study's participants are Nestle Nigeria Plc. clients in Ilaro, Ogun

State. The target market for this study is considered to be an endless population since it is

impossible to determine the exact number of customers. Because it is impossible to count

each individual member of the infinite population, it is also known as an uncountable

population (Kozak, 2020).

3.3 Sample and Sampling Techniques

A sample is a smaller subset of individuals from a larger population, whereas sampling is the

process of selecting the group from whom data will actually be gathered for your research

(Ackoff, 2019). Convenient sampling procedures are employed in this investigation. A non-

random selecting method called convenient sampling selects participants based on predefined

criteria, ensuring that the sample as a whole has the same distribution of traits as the general

population (Davis, 2015).

47
The sample size will be determine using Krejcie & Morgan (1970) formular with 0.05

confidence interval and 95% confidence level, the formula is presented blow:
2
z ⋅ p ⋅(1−p)
Whereby π= 2
E
Key Interpretations:
Z is the Z-value (the number of standard deviations from the mean in a standard normal

distribution corresponding to the desired confidence level).

p is the estimated proportion of the population (if unknown, 0.5 is often used because it

maximizes the sample size).

E is the margin of error (the maximum allowable difference between the sample proportion

and the population proportion).

The limit of error tolerance which the researcher assumed to be 5.0%, i.e. p = 0.5 by way of

substituting the figure ( E = 0.05) into the formula, we therefore have:

2
(1.96) ⋅ 0.5 ⋅(1−0.5)
π=
(0.05)2
2
(1.96) ⋅ 0.5 ⋅(0.5)
π=
0.0025
0.9604
π=
0.0025
π = 384
The researcher obtained a sample size of Three Hundred and Eighty Four (384) from the
infinite population.

3.4 Method of Data Collection

The data collected for the study comprises of primary and secondary data. The research

instrument for this study is questionnaire which is a primary source of data. The secondary

data refers to a way of sourcing data that are already in existence. Examples includes relevant

textbooks, magazines, academic journals, academic papers, academic reports, internets etc.

48
3.5 Questionnaire Design

The main tool used in this study to collect data is a questionnaire, so it is crucial that the

questions are relevant to the investigation's objectives. The questionnaire utilized in this study

was divided into three sections as a result of this clause. The questionnaire asks about the

demographics of the respondents in Section A, brand awareness components in Section B,

and consumer loyalty in Section C. Respondents were asked to rate their level of agreement

or disagreement with each item on a 5-point Likert scale, which goes from (1) Strongly

Disagree to (2) Disagree to (3) Undecided to (4) Agree to (5) Strongly Agree. If the

statements are in positive form, this range is true; if they are in negative form, the opposite is

true.

3.6 Reliability and Validity Test

This research work is validated by the supervisor's ongoing project checks and oversight.

Nonetheless, the validity test indicates how well the research tool measures the things it is

supposed to measure. The face validity test was used in this investigation. The degree to

which a test is subjectively perceived as covering the topic it is intended to measure is

known as face validity.

To ascertain the consistency of the responses, a reliability test was performed on the

instrument. In order to assess reliability, the researcher used the test/retest procedure, in

which the same respondents were given the questionnaire twice. The Cronbach Alpha (α)

reliability technique was used to examine the acquired data.

49
Table 3.6.1 Instrument Reliability Table

Variables Cronbach Alpha Value Number of Item

1. Brand Recall 0.779 5
2. Brand Recognition 0.825 5
3. Top-of-mind Awareness 0.762 5
4. Brand Credibility 0.739 5
5. Consumer Loyalty 0.803 5
Source: SPSS Output, 2024.
According to the analysis's findings, the Cronbach's Alpha values for brand recall,

recognition, top-of-mind awareness, credibility, and consumer loyalty are 0.779, 0.825,

0.762, and 0.739, respectively. Given the high scores, it can be said that the questionnaire is

trustworthy and appropriate for use in the study project.

3.7 Method of Data Analysis

Inferential statistics and graphs and conversations will be used to portray the demographic

data, and SPSS version 23.0 will be used to evaluate the hypotheses through multiple

regression analysis. Both independent and dependent variables were included.

3.8 Model Specification

The model specification is formulated below;

Y = f (X)

Y = Dependent Variable (Consumer loyalty)

X = Independent Variable (Brand awareness)
Therefore,
CL = f (BA)
CL = f (BRC, BRE, TOM, BCR)
CL = β0+ β1BRC +β2BRE + β3TOM + β4BCR + μ
Where;

50
CL = Consumer Loyalty
BA = Brand Awareness
BRC = Brand Recall
BRE= Brand Recognition
TOM =Top-of-mind awareness
BCR = Brand Credibility
β0 = constant term
β1- β4 = Coefficient of Independent Variables
μ = error term.
The ε = error term represented the unknown variables or those hard to measure but had an
effect on the dependent.

51
 CHAPTER FOUR

RESULTS AND DISCUSSION

4.1 Presentation of Results

This chapter dealt with the presentation and discussion of the results from data analysis and

its interpretation. The study was conducted to examine the effects of brand awareness on

customer loyalty using Nestle Nigeria Plc. in Agbara, Ogun State as a study area. Four

research questions and four hypotheses were generated for the study and tested. The

statistical tools used for the testing of the research instrument were: descriptive statistics such

as frequency distribution and percentages; and inferential statistics in the form of Pearson

Correlation with the aid of Statistical Package for Social Sciences (SPSS) version 23.

The reports are presented in four parts. First, the demographic variables of the respondents

are presented while the second part dealt with descriptive analysis of the responses of the

respondents. The third part is concerned with the testing of the formulated hypotheses while

the fourth part discussed the findings of the study. A total of 384 questionnaires were

distributed to the respondents in which all were fully filled and suitable for further analysis.

Frequency Table

Table 4.1.1 Sex

Valid Cumulative
Frequency Percent Percent Percent

Male 225 58.6 58.6 58.6

Valid Female 159 41.4 41.4 100.0

Total 384 100.0 100.0

Source: Extracted from SPSS, Version 24.

Table 4.1.3 Shows that 225 respondents representing 58.6% are Male while 159 respondents

representing 159% are female. This indicates that majority of the respondents are Male.

52
 Table 4.1.2 Age
Valid Cumulative
Frequency Percent Percent Percent
Below 20 years 139 36.2 36.2 36.2
20 to below 30 years 199 51.8 51.8 88.0
Valid 30 to below 40 years 25 6.5 6.5 94.5
40 years and above 21 5.5 5.5 100.0
Total 384 100.0 100.0

Source: Extracted from SPSS, Version 24.

Table 4.1.2 Shows that 139 respondents representing 36.2% are Below 20 years while 199

respondents representing 51.8% are 20 to below 30 years while 25 respondent representing

6.5% are 30 to below 40 years while 21 respondent representing 5.5% are 40 years and

above. This indicates that majority of the respondents are 20 to below 30 years.

Table 4.1.3 Marital Status

Frequency Percent Valid Percent Cumulative Percent
Single 225 58.6 58.6 58.6
Valid Married 159 41.4 41.4 100.0
Total 384 100.0 100.0

Source: Extracted from SPSS, Version 24.

Table 4.1.3 Shows that 225 respondents representing 58.6% are single while 159 respondents

representing 159% are married. This indicates that majority of the respondents are single.

Table 4.1.4 Highest educational qualification

Valid Cumulative
Frequency Percent Percent Percent
Valid Undergraduate 259 67.4 67.4 67.4
Graduate 85 22.1 22.1 89.6
Post Graduate 40 10.4 10.4 100.0
Total 384 100.0 100.0

Source: Extracted from SPSS, Version 24.

53
Table 4.1.4 Shows that 259 respondents representing 67.4% are Undergraduate while 85

respondents representing 22.1% are Graduate while 40 respondent representing 10.4 % are

Post Graduate. This indicates that majority of the respondents are Undergraduate.

Table 4.1.5 Years of patronage

Valid Cumulative
Frequency Percent Percent Percent
Less than 2years 206 53.6 53.6 53.6
Valid 2-5years 117 30.5 30.5 84.1
6years and above 61 15.9 15.9 100.0
Total 384 100.0 100.0

Source: Extracted from SPSS, Version 24.

Table 4.1.5 Shows that 206 respondents representing 53.6% are Less than 2years while 117

respondents representing 30.5% are 2-5years while 61 respondent representing 15.9 % are

6years and above This indicates that majority of the respondents are Less than 2years.

Table 4.1.6 I can easily remember the brands I prefer when making a purchase.
Frequency Percent Valid Percent Cumulative Percent
Strongly Disagree 1 .3 .3 .3
Disagree 8 2.1 2.1 2.3
Undecided 33 8.6 8.6 10.9
Valid Agree 129 33.6 33.6 44.5
Strongly Agree 213 55.5 55.5 100.0
Total 384 100.0 100.0

Source: Extracted from SPSS, Version 24.

Table 4.1.6 Shows that 213 respondents representing 55.5% strongly agree to the statement

that they can easily remember the brands they prefer when making a purchase, 129

respondents representing 33.6% agree, 33 respondents representing 8.6% undecided, 8

respondents representing 2.1% disagree while 1 respondents representing .3% strongly

disagree. This show that majority of the respondents strongly agree to the statement.

54
Table 4.1.7 I often think of specific brands when I see related products.
Valid Cumulative
Frequency Percent Percent Percent
Strongly Disagree 2 .5 .5 .5
Disagree 10 2.6 2.6 3.1
Undecided 38 9.9 9.9 13.0
Valid Agree 157 40.9 40.9 53.9
Strongly Agree 177 46.1 46.1 100.0
Total 384 100.0 100.0

Source: Extracted from SPSS, Version 24.

Table 4.1.7 Shows that 177 respondents representing 46.1% strongly agree to the statement

that they often think of specific brands when they see related products, 157 respondents

representing 40.9% agree, 38 respondents representing 9.9% undecided, 10 respondents

representing 2.6% disagree while 2 respondents representing .5% strongly disagree. This

show that majority of the respondents strongly agree to the statement.

Table 4.1.8 I am more likely to repurchase from brands I can recall easily.
Valid Cumulative
Frequency Percent Percent Percent
Strongly Disagree 1 .3 .3 .3
Disagree 5 1.3 1.3 1.6
Undecided 39 10.2 10.2 11.7
Valid Agree 151 39.3 39.3 51.0
Strongly Agree 188 49.0 49.0 100.0
Total 384 100.0 100.0
Source: Extracted from SPSS, Version 24.
Table 4.1.8 Shows that 188 respondents representing 49.0% strongly agree to the statement

that they are more likely to repurchase from brands they can recall easily, 151respondents

representing 39.39% agree, 39 respondents representing 10.2% undecided, 5 respondents

representing 1.3% disagree while 1 respondents representing .3% strongly disagree. This

show that majority of the respondents strongly agree to the statement.

55
Table 4.1.9 Brand recall influences my decision to choose one brand over
another.
Valid Cumulative
Frequency Percent Percent Percent
Disagree 6 1.6 1.6 1.6
Undecided 45 11.7 11.7 13.3
Valid Agree 166 43.2 43.2 56.5
Strongly Agree 167 43.5 43.5 100.0
Total 384 100.0 100.0
Source: Extracted from SPSS, Version 24.
Table 4.1.9 Shows that 167 respondents representing 43.5 % strongly agree to the statement

that Brand recall influences their decision to choose one brand over another, 166 respondents

representing 43.2% agree, 45 respondents representing 11.7% undecided, 6 respondents

representing 1.6% disagree. This show that majority of the respondents strongly agree to the

statement.

Table 4.1.10 I trust brands more when I can recall them without prompts.
Valid Cumulative
Frequency Percent Percent Percent
Strongly Disagree 3 .8 .8 .8
Disagree 5 1.3 1.3 2.1
Undecided 39 10.2 10.2 12.2
Valid Agree 164 42.7 42.7 54.9
Strongly Agree 173 45.1 45.1 100.0
Total 384 100.0 100.0

Source: Extracted from SPSS, Version 24.

Table 4.1.10 Shows that 173 respondents representing 45.1% strongly agree to the statement

that they trust brands more when they can recall them without prompts, 164 respondents

representing 42.7% agree, 39 respondents representing 10.2% undecided, 5 respondents

representing 1.3% disagree while 3 respondents representing .8% strongly disagree. This

show that majority of the respondents strongly agree to the statement.

56
 Table 4.1.11 I can quickly recognize my favorite brands among many
options.
Valid Cumulative
Frequency Percent Percent Percent
Disagree 1 .3 .3 .3
Undecided 13 3.4 3.4 3.6
Valid Agree 136 35.4 35.4 39.1
Strongly Agree 234 60.9 60.9 100.0
Total 384 100.0 100.0
Source: Extracted from SPSS, Version 24.
Table 4.1.11 Shows that 234 respondents representing 60.9% strongly agree to the statement

that Brand recall influences their decision to choose one brand over another, 136 respondents

representing 35.4% agree, 13 respondents representing 3.4% undecided, 1 respondents

representing .3% disagree. This show that majority of the respondents strongly agree to the

statement.

Table 4.1.12 Brand logos and packaging help me identify brands I trust.
Cumulative
Frequency Percent Valid Percent Percent
Disagree 3 .8 .8 .8
Undecided 32 8.3 8.3 9.1
Valid Agree 170 44.3 44.3 53.4
Strongly Agree 179 46.6 46.6 100.0
Total 384 100.0 100.0

Source: Extracted from SPSS, Version 24.

Table 4.1.12 Shows that 179 respondents representing 46.6% strongly agree to the statement

that Brand logos and packaging help them identify brands they trust, 170 respondents

representing 44.3% agree, 32 respondents representing 8.3% undecided, 3 respondents

representing .8% disagree. This show that majority of the respondents strongly agree to the

statement.

57
Table 4.1.13 I am more likely to buy a product if I recognize the brand.
Valid Cumulative
Frequency Percent Percent Percent
Strongly Disagree 1 .3 .3 .3
Disagree 5 1.3 1.3 1.6
Valid Undecided 32 8.3 8.3 9.9
Agree 163 42.4 42.4 52.3
Strongly Agree 183 47.7 47.7 100.0
Total 384 100.0 100.0
Source: Extracted from SPSS, Version 24.
Table 4.1.13 Shows that 183 respondents representing 47.7% strongly agree to the statement

that they are more likely to buy a product if they recognize the brand, 163 respondents

representing 42.4% agree, 32 respondents representing 8.3% undecided, 5 respondents

representing 1.3% disagree while 1 respondents representing .3% strongly disagree. This

show that majority of the respondents strongly agree to the statement.

Table 4.1.14 Brand recognition plays a crucial role in my purchasing

decisions.
Cumulative
Frequency Percent Valid Percent Percent
Strongly Disagree 3 .8 .8 .8
Disagree 4 1.0 1.0 1.8
Valid Undecided 24 6.3 6.3 8.1
Agree 183 47.7 47.7 55.7
Strongly Agree 170 44.3 44.3 100.0
Total 384 100.0 100.0
Source: Extracted from SPSS, Version 24.
Table 4.1.14 Shows that 170 respondents representing 44.3% strongly agree to the statement

that Brand recognition plays a crucial role in their purchasing decisions, 183 respondents

representing 47.7% agree, 24 respondents representing 6.3% undecided, 4 respondents

representing 1.0% disagree while 3 respondents representing .8% strongly disagree. This

show that majority of the respondents strongly agree to the statement.

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 Table 4.1.15 I feel more confident in my purchases when I recognize the
brand.
Valid Cumulative
Frequency Percent Percent Percent
Strongly Disagree 2 .5 .5 .5
Disagree 3 .8 .8 1.3
Valid Undecided 35 9.1 9.1 10.4
Agree 161 41.9 41.9 52.3
Strongly Agree 183 47.7 47.7 100.0
Total 384 100.0 100.0
Source: Extracted from SPSS, Version 24.
Table 4.1.14 Shows that 183 respondents representing 47.7% strongly agree to the statement

that they feel more confident in their purchases when they recognize the brand, 161

respondents representing 41.9% agree, 35 respondents representing 9.1% undecided, 3

respondents representing .8% disagree while 2 respondents representing .5% strongly

disagree. This show that majority of the respondents strongly agree to the statement.

Table 4.1.16 Certain brands always come to mind first when I need specific
products.
Valid Cumulative
Frequency Percent Percent Percent
Strongly Disagree 4 1.0 1.0 1.0
Disagree 5 1.3 1.3 2.3
Valid Undecided 18 4.7 4.7 7.0
Agree 157 40.9 40.9 47.9
Strongly Agree 200 52.1 52.1 100.0
Total 384 100.0 100.0
Source: Extracted from SPSS, Version 24.
Table 4.1.16 Shows that 200 respondents representing 52.1% strongly agree to the statement

that Certain brands always come to mind first when they need specific products, 157

respondents representing 40.9% agree, 18 respondents representing 4.7% undecided, 5

respondents representing 1.3% disagree while 4 respondents representing 1.0% strongly

disagree. This show that majority of the respondents strongly agree to the statement.

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 Table 4.1.17 Top-of-mind brands are often my first choice when shopping.
Valid Cumulative
Frequency Percent Percent Percent
Strongly Disagree 3 .8 .8 .8
Disagree 9 2.3 2.3 3.1
Valid Undecided 20 5.2 5.2 8.3
Agree 176 45.8 45.8 54.2
Strongly Agree 176 45.8 45.8 100.0
Total 384 100.0 100.0

Source: Extracted from SPSS, Version 24.

Table 4.1.17 Shows that 176 respondents representing 45.8% strongly agree to the statement

that Top-of-mind brands are often their first choice when shopping, 176 respondents

representing 45.8% agree, 20 respondents representing 5.2% undecided, 9 respondents

representing 2.3% disagree while 3 respondents representing .8% strongly disagree. This

show that majority of the respondents strongly agree to the statement.

Table 4.1.18 I often talk about my favorite brands with friends and family.
Valid Cumulative
Frequency Percent Percent Percent
Strongly Disagree 3 .8 .8 .8
Disagree 4 1.0 1.0 1.8
Valid Undecided 31 8.1 8.1 9.9
Agree 175 45.6 45.6 55.5
Strongly Agree 171 44.5 44.5 100.0
Total 384 100.0 100.0

Source: Extracted from SPSS, Version 24.

Table 4.1.18 Shows that 171 respondents representing 44.5% strongly agree to the statement

that they often talk about their favorite brands with friends and family, 175 respondents

representing 45.6% agree, 31 respondents representing 8.1% undecided, 4 respondents

representing 1.0% disagree while 3 respondents representing .8% strongly disagree. This

show that majority of the respondents agree to the statement.

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 Table 4.1.19 I often talk about my favorite brands with friends and family.
Valid Cumulative
Frequency Percent Percent Percent
Valid Strongly Disagree 2 .5 .5 .5
Disagree 3 .8 .8 1.3
Undecided 43 11.2 11.2 12.5
Agree 152 39.6 39.6 52.1
Strongly Agree 184 47.9 47.9 100.0
Total 384 100.0 100.0
Source: Extracted from SPSS, Version 24.
Table 4.1.19 Shows that 184 respondents representing 47.9% strongly agree to the statement

that they often talk about their favorite brands with friends and family, 152 respondents

representing 39.6% agree, 43 respondents representing 11.2% undecided, .8 respondents

representing 1.0% disagree while 2 respondents representing .5% strongly disagree. This

show that majority of the respondents agree to the statement.

Table 4.1.20 Top-of-mind awareness influences my perception of brand

quality.
Valid Cumulative
Frequency Percent Percent Percent
Valid Strongly Disagree 2 .5 .5 .5
Disagree 8 2.1 2.1 2.6
Undecided 34 8.9 8.9 11.5
Agree 185 48.2 48.2 59.6
Strongly Agree 155 40.4 40.4 100.0
Total 384 100.0 100.0
Source: Extracted from SPSS, Version 24.
Table 4.1.20 Shows that 185 respondents representing 40.4% strongly agree to the statement

that Top-of-mind awareness influences my perception of brand quality, 185 respondents

representing 48.2% agree, 34 respondents representing 8.9% undecided, .8 respondents

representing 2.1% disagree while 2 respondents representing .5% strongly disagree. This

show that majority of the respondents agree to the statement.

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 Table 4.1.21 I trust the information provided by the brands I am loyal to.
Valid Cumulative
Frequency Percent Percent Percent
Strongly Disagree 1 .3 .3 .3
Disagree 3 .8 .8 1.0
Valid Undecided 29 7.6 7.6 8.6
Agree 158 41.1 41.1 49.7
Strongly Agree 193 50.3 50.3 100.0
Total 384 100.0 100.0

Source: Extracted from SPSS, Version 24.

Table 4.1.21 Shows that 193 respondents representing 50.3% strongly agree to the statement

that they trust the information provided by the brands they are loyal to, 158 respondents

representing 41.1% agree, 29 respondents representing 7.6% undecided, 3respondents

representing .8% disagree while 1 respondents representing .3% strongly disagree. This show

that majority of the respondents strongly agree to the statement.

Table 4.1.22 A brand's credibility significantly influences my decision to

remain loyal.
Valid Cumulative
Frequency Percent Percent Percent
Strongly Disagree 5 1.3 1.3 1.3
Disagree 3 .8 .8 2.1
Valid Undecided 18 4.7 4.7 6.8
Agree 113 29.4 29.4 36.2
Strongly Agree 245 63.8 63.8 100.0
Total 384 100.0 100.0
Source: Extracted from SPSS, Version 24.
Table 4.1.22 Shows that 245 respondents representing 63.8% strongly agree to the statement

that a brand's credibility significantly influences their decision to remain loyal, 113

respondents representing 29.4% agree, 18 respondents representing 4.7% undecided, 3

respondents representing .8% disagree while 5 respondents representing 1.3% strongly

disagree. This show that majority of the respondents strongly agree to the statement.

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 Table 4.1.23 I am more likely to purchase from brands that I believe are
honest and reliable.
Valid Cumulative
Frequency Percent Percent Percent
Strongly Disagree 4 1.0 1.0 1.0
Disagree 1 .3 .3 1.3
Valid Undecided 22 5.7 5.7 7.0
Agree 106 27.6 27.6 34.6
Strongly Agree 251 65.4 65.4 100.0
Total 384 100.0 100.0
Source: Extracted from SPSS, Version 24.
Table 4.1.23 Shows that 251 respondents representing 65.4% strongly agree to the statement

that a brand's credibility significantly influences their decision to remain loyal, 106

respondents representing 27.6 % agree, 22 respondents representing 5.7% undecided, 1

respondents representing .3% disagree while 4 respondents representing 1.3% strongly

disagree. This show that majority of the respondents strongly agree to the statement.

Table 4.1.24 Brand credibility increases my confidence in the quality of their

products.
Valid Cumulative
Frequency Percent Percent Percent
Strongly Disagree 1 .3 .3 .3
Disagree 8 2.1 2.1 2.3
Valid Undecided 16 4.2 4.2 6.5
Agree 115 29.9 29.9 36.5
Strongly Agree 244 63.5 63.5 100.0
Total 384 100.0 100.0
Source: Extracted from SPSS, Version 24.
Table 4.1.24 Shows that 244 respondents representing 63.5% strongly agree to the statement

that Brand credibility increases their confidence in the quality of their products,

115respondents representing 29.9 % agree, 16 respondents representing 4.2% undecided, 8

respondents representing 2.1% disagree while 1 respondents representing .3% strongly

disagree. This show that majority of the respondents strongly agree to the statement.

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 Table 4.1.25 I recommend brands to others based on their credibility.
Valid Cumulative
Frequency Percent Percent Percent
Strongly Disagree 3 .8 .8 .8
Disagree 7 1.8 1.8 2.6
Valid Undecided 10 2.6 2.6 5.2
Agree 113 29.4 29.4 34.6
Strongly Agree 251 65.4 65.4 100.0
Total 384 100.0 100.0
Source: Extracted from SPSS, Version 24.
Table 4.1.25 Shows that 251 respondents representing 65.4% strongly agree to the statement

that they recommend brands to others based on their credibility, 113 respondents representing

29.4 % agree, 10 respondents representing 2.6% undecided, 7 respondents representing 1.8%

disagree while 3 respondents representing .8% strongly disagree. This show that majority of

the respondents strongly agree to the statement.

Table 4.1.26 I prefer to stick with this brand even if other brands offer lower
prices.
Valid Cumulative
Frequency Percent Percent Percent
Strongly Disagree 2 .5 .5 .5
Disagree 4 1.0 1.0 1.6
Valid Undecided 9 2.3 2.3 3.9
Agree 112 29.2 29.2 33.1
Strongly Agree 257 66.9 66.9 100.0
Total 384 100.0 100.0
Source: Extracted from SPSS, Version 24.
Table 4.1.26 Shows that 257 respondents representing 66.9% strongly agree to the statement

that they prefer to stick with this brand even if other brands offer lower prices, 112

respondents representing 29.2 % agree, 9 respondents representing 2.3% undecided, 4

respondents representing 1.0% disagree while 2 respondents representing .5% strongly

disagree. This show that majority of the respondents strongly agree to the statement.

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 Table 4.1.27 I actively recommend this brand to friends and family.
Valid Cumulative
Frequency Percent Percent Percent
Strongly Disagree 1 .3 .3 .3
Disagree 1 .3 .3 .5
Valid Undecided 23 6.0 6.0 6.5
Agree 122 31.8 31.8 38.3
Strongly Agree 237 61.7 61.7 100.0
Total 384 100.0 100.0
Source: Extracted from SPSS, Version 24.
Table 4.1.27 Shows that 237 respondents representing 61.7% strongly agree to the statement

that they actively recommend this brand to friends and family, 122 respondents representing

31.8 % agree, 23 respondents representing 6.0% undecided, 1 respondents representing .3%

disagree while 1 respondents representing .3% strongly disagree. This show that majority of

the respondents strongly agree to the statement.

Table 4.1.28 I feel a strong connection to this brands

Valid Cumulative
Frequency Percent Percent Percent
Strongly Disagree 2 .5 .5 .5
Disagree 10 2.6 2.6 3.1
Valid Undecided 31 8.1 8.1 11.2
Agree 102 26.6 26.6 37.8
Strongly Agree 239 62.2 62.2 100.0
Total 384 100.0 100.0
Source: Extracted from SPSS, Version 24.
Table 4.1.28 Shows that 239 respondents representing 62.2% strongly agree to the statement

that they feel a strong connection to this brands, 102 respondents representing 26.6 % agree,

31 respondents representing 8.1% undecided, 10 respondents representing 2.6% disagree

while 2 respondents representing .5% strongly disagree. This show that majority of the

respondents strongly agree to the statement.

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Table 4.1.29 I am willing to wait for this brand’s product to be back in stock
rather than switching to another brand.
Valid Cumulative
Frequency Percent Percent Percent
Strongly Disagree 6 1.6 1.6 1.6
Disagree 3 .8 .8 2.3
Valid Undecided 21 5.5 5.5 7.8
Agree 104 27.1 27.1 34.9
Strongly Agree 250 65.1 65.1 100.0
Total 384 100.0 100.0
Source: Extracted from SPSS, Version 24.
Table 4.1.29 Shows that 250 respondents representing 65.1% strongly agree to the statement

that they are willing to wait for this brand’s product to be back in stock rather than switching

to another brand, 104 respondents representing 27.1 % agree, 21 respondents representing

5.5% undecided, 3 respondents representing .8% disagree while 6 respondents representing

1.6% strongly disagree. This show that majority of the respondents strongly agree to the

statement

Table 4.1.30 I consistently choose this same brand over others

Valid Cumulative
Frequency Percent Percent Percent
Strongly Disagree 7 1.8 1.8 1.8
Disagree 3 .8 .8 2.6
Valid Undecided 18 4.7 4.7 7.3
Agree 119 31.0 31.0 38.3
Strongly Agree 237 61.7 61.7 100.0
Total 384 100.0 100.0
Source: Extracted from SPSS, Version 24.
Table 4.1.30 Shows that 237 respondents representing 61.7% strongly agree to the statement

that they consistently choose this same brand over others, 119 respondents representing 31.0

% agree, 18 respondents representing 4.7% undecided, 3 respondents representing .8%

disagree while 7 respondents representing 1.8% strongly disagree. This show that majority of

the respondents strongly agree to the statement.

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4.2 Discussion of Results

Table 4.2.1 Model Summary

Adjusted R Std. Error of the

Model R R Square Square Estimate

1 .115a .887 .000 .42050

a. Predictors: (Constant), brand recall, brand recognition, top-of-mind

awareness, brand credibility

Source: Field survey 2024.

The R-Square value R2 = .887 in table 4.2.1 shows that the combine elements of the

independent variables which is brand awareness relating its significance. It implies that about

89 percent of total variation in customer loyalty is jointly explained by brand recall, brand

recognition, top-of-mind awareness and brand credibility.

Table 4.2.2 ANOVAa

Model Sum of Squares df Mean Square F Sig.

1 Regression .690 4 .172 .046 .001b

Residual 51.632 292 .177

Total 52.322 296

a. Dependent Variable: customer loyalty

b. Predictors: (Constant), brand recall, brand recognition, top-of-mind awareness, brand credibility

Source: Field survey 2024.

The associated probability value of the f-statistics P < .05 in [f(4/292] = 51.632; P < .05]

implies that the null hypothesis that there is no significant statistical relationship between

brand awareness and customer loyalty is rejected at 5 percent significant level and therefore

67
concluded that there is a positive significant relationship between brand awareness and

customer loyalty.

Table 4.2.3 Coefficientsa

Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 5.005 .476 10.519 .000

Brand credibility .044 .000 .043 .742 .004

Top-of-mind awareness .047 .001 .056 .957 .003
Brand recognition .039 .000 .040 .683 .000
Brand recall .082 .019 .085 1.461 .055

Source: Field survey 2024.

Table 4.2.3 reveals both relative effect and significance of each of the explanatory variable on

the dependent variable. Brand recall (BRE) is the most potent factor in prediction of customer

loyalty (CL) (a unit increase in BRE results in 0.082 increase in CL); follows in other of

magnitude by top-of-mind awareness (TOM) (a unit increase in TOM results in .047 increase

in CL) followed by Brand credibility (BCR) (a unit increase in BCR results in .044 increase

in CL) while brand recognition (BRC) is found to be the least significant predictor of CL (a

unit increase in BRC results in .039 increase in CL).

4.3 Interpretation of Results

The relevant hypotheses were tested using multiple regression model with least square

method. The stated hypotheses are:

Hypothesis 1:

H0 Brand credibility has no significant impact on customer loyalty.

H1 Brand credibility has significant impacts on customer loyalty.

Decision Rule: The result of the analysis in coefficient table reveals that the associated

probability value of brand credibility is .004 which is lesser than 5%, which implies that the

null hypothesis will be rejected at 5% significance level and the alternative hypothesis

68
accepted with 95% confidence interval and it is therefore concluded that brand credibility has

significant impact on customer loyalty.

Hypothesis 2:

H0 There is no extent at which top-of-mind awareness influence customer loyalty.

H1 There are extents at which top-of-mind awareness influence customer loyalty.

Decision Rule: The result of the analysis in coefficient table reveals that the associated

probability value of top-of-mind awareness is .003 which is lesser than 5%, which implies

that the null hypothesis will be rejected at 5% significance level and the alternative

hypothesis accepted with 95% confidence interval and it is therefore concluded that top-of-

mind awareness has significant impact on customer loyalty.

Hypothesis 3:

H0 There is no degree at which brand recognition affects customer loyalty.

H1 There are degrees at which brand recognition affects customer loyalty.

Decision Rule: The result of the analysis in coefficient table reveals that the associated

probability value of brand recognition is .000 which is lesser than 5%, which implies that the

null hypothesis will be rejected at 5% significance level and the alternative hypothesis

accepted with 95% confidence interval and it is therefore concluded that brand recognition

has significant impact on customer loyalty.

Hypothesis 4:

H0 There is no extent at which brand recall influence customer loyalty.

H1 There extents at which brand recall influence customer loyalty.

Decision Rule: The result of the analysis in coefficient table reveals that the associated

probability value of brand recall is .055 which is higher than 5%, which implies that the null

hypothesis will be accepted at 5% significance level and the alternative hypothesis rejected

69
with 95% confidence interval and it is therefore concluded that brand recall has no significant

impact on customer loyalty.

CHAPTER FIVE

CONCLUSION AND RECOMMENDATIONS

5.1 Conclusion

With a focus on Nestle Nigeria Plc consumers in Ilaro, Ogun State, this study aims to

investigate the important implications of brand awareness on customer loyalty in the Nigerian

manufacturing sector. For the study, four hypotheses and four research questions were

developed and put to the test. The results support the main goal by showing a positive and

significant association between customer loyalty and brand recognition in the Nigerian

manufacturing sector.

The first objective looked at the connection between customer loyalty and brand recall. With

a standard error of 0.019b and a probability value of 0.055, which was greater than 0.05, the

results showed that a unit increase in brand recall would result in an increase in customer

loyalty. The study came to the conclusion that there is no significant relationship between

brand recall and customer loyalty in the manufacturing sector.

The second objective assessed how brand recognition affected customer loyalty. With a

standard error of 0.000b and a probability value of 0.000, which was less than 0.05, the

results showed that a unit increase in brand recognition would result in an increase in

customer loyalty. The study came to the conclusion that brand recognition significantly

affects customer loyalty in the manufacturing sector.

The third objective evaluated how top-of-mind awareness affected client loyalty. The study

concluded that top-of-mind awareness has a significant impact on customer loyalty in the

manufacturing sector after finding that a unit increase in top-of-mind awareness will result in

70
an increase in customer loyalty with a standard error of 0.001b and a probability value of

0.003, both of which were less than 0.05.

The fourth objective examined the degree to which consumer loyalty is influenced by brand

credibility. With a standard error of 0.000b and a probability value of 0.004, which was less

than 0.05, the results showed that a unit increase in brand credibility would result in an

increase in customer retention. The study concluded that brand credibility has a significant

impact on customer loyalty in the manufacturing sector.

5.2 Recommendations

In respect of the data analyzed and the derived conclusion, the following recommendations
were made;

1. Nigerian manufacturers should make sure that their campaigns and brand messaging

are consistent across all platforms to make the brand memorable. They should also

use slogans, taglines, and distinctive logos repeatedly to strengthen recall and foster a

deeper brand attachment. This will increase customer loyalty through brand recall. In

order to increase brand recall, marketing campaigns should also make use of

emotional appeal (such as joy, trust, or nostalgia). Incentives like loyalty programs,

which improve brand memory, should also be used by marketers to entice devoted

consumers to share their experiences.

2. Additionally, it is advised that businesses produce unique logos, packaging, and

product designs that capture the essence of their brand in order to give consumers a

way to identify their goods. This makes the brand easier for consumers to recognize

right away. To make sure the brand is visible where the target audience interacts with

it most frequently, they should also use digital advertising and physical displays.

Recognition is strengthened by repeated visual exposure.

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3. Additionally, Nigerian manufacturing enterprises should concentrate on increasing

top-of-mind awareness in order to foster consumer loyalty. To remain at the top of

their customers' minds, they should use social media, SMS, and newsletters to

communicate with them on a frequent basis. In order to maintain brand awareness and

solidify its position as a top choice in consumers' thoughts, businesses should also

plan public events or other supporting activities. They should also regularly provide

discounts or special offers.

4. Finally, by consistently delivering on their promises, marketers can increase the

company's credibility and dependability in the eyes of consumers. This is because

trust is a major factor in credibility. Additionally, sincere communication builds brand

reputation, particularly when there are product recalls or failures. Additionally,

businesses should be aware that gaining industry certifications or endorsements can

increase credibility and reassure customers about their decision.

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