CONSUMER BRAND EXPERIENCE AND BRAND LOYALTY OF CLOSE- UP TOOTHPASTE IN ABUJA WUSE ABUJA, NIGERIA

Authors

  • Yamma Yakubu TUKURA Department of Business Administration, Nasarawa State University, Keffi Nigeria

Keywords:

Brand experience, Brand loyalty, Cognitive experience, Sensory experience

Abstract

This study seeks to assess the effect of consumer experience on brand loyalty of close-up toothpasteinWuseAbuja, Nigeria. The population of the study was 172 adults who have patronized Toothpaste Company for the past ten years. A multi-stage sampling technique was used to select a sample of 37 respondents from the population. A questionnaire was the only instrument of data collection. Regression was used for data analysis. It was discovered that sensory experience has a positive and significant effect on consumer‘s loyalty to Close-up toothpaste while cognitive experience showed a positive but non-significant effect on consumer‘s loyalty to close-up toothpaste in Wuse Abuja. It was recommended that close-up should maintain the product taste, colour, and scent while improving on the fluoride content of their product as this will retain their customers’ loyalty.

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Published

2021-12-14