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Effect of Brand Image on Brand Loyalty: Evidence from Chain Fast Food Establishments in Umuahia, Abia State, Nigeria
Abstract
This study examined the relationship between brand image (brand communication, brand trust, and perceived quality) and brand loyalty. The study was a survey in which a purposive sample size of 200 was used, while accessibility sampling technique was utilized in the administration of the research instrument with the help of three research assistants. The research instrument was subjected to Crombach Alpha reliability test to determine its usability and a reliability coefficient of 0.74 obtained; confirming its adequacy for the study. Regression analysis on SPSS Version 24 was used in analysing the data generated for the study. Results indicated that brand image has positive and significant relationship with brand loyalty, as all the variables used as predictors of brand loyalty showed positive and significant Adjusted R square and F values respectively; Brand Communication(0.725, 2.884), Brand Trust(0.3996, 1.462), Perceived Quality(0.652, 2.451), Brand satisfaction (0.965, 2.139). On the strength of the findings, it is therefore concluded that brand image has positive and significant relationship with brand loyalty and can indeed impact brand loyalty. In view of the findings, it is recommended among others that operators of chain fast food establishments in the study area should fulfil service promises, see trust as the key to brand building, and continuously improve on the quality of service offerings as all these and more contribute in shaping brand image which ultimately impacts brand loyalty.
