Author

  • Sayibu Ibrahim Nnindini

    • Department of Distance Education, School of Continuing and Distance Education, University of Ghana, Accra, Ghana
    • Ghana

  • Justice Boateng Dankwah

    • Department of Entrepreneurship and Business Science, University of Energy and Natural Resources, Sunyani, Ghana
    • Ghana

Abstract

The study examined the relationship between brand marketing programs and brand loyalty of automobile users in an emerging economy context. Adopting a positivist paradigm, a quantitative approach was employed. Using a cross-sectional survey, data was collected from 700 respondents. Scales of measures were evaluated using exploratory and confirmatory factor analysis after which consumer loyalty segments were created using cluster analysis. Logistic regression was carried out to evaluate the effect of brand marketing programs on consumer loyalty. The study revealed a positive and significant association between brand marketing efforts and consumers’ purchase decisions and loyalty to automobile brands. Four brand marketing efforts were also found to be significantly associated with the two segments (high and low involvement) at varying degrees.

Keywords

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How to Cite

Nnindini, S. I., & Dankwah, J. B. (2022). Consumer Loyalty and Brand Marketing Programs in an Emerging Economy: Evidence from the Automobile Industry. Information Management and Business Review, 13(4(I), 23-38. https://doi.org/10.22610/imbr.v13i4(I).3230

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Vol. 13 No. 4(I) (2021) Presumptive Tax, Macro Shocks & Growth Models View issue contents

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2022-03-08

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