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Adenola, Adebisi Temitope and Covenant University, Theses (2022) EFFECTS OF BRAND ACTIVISM ON CONSUMER LOYALTY-THE MEDIATING ROLE OF CONSUMER PERCEPTION. Masters thesis, Covenant University Ota.

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In recent years, there has been a noticeable shift in branding, with firms beginning to take clearer ideological and social stands in order to become more authentic and champion various topics that matter to their customers, particularly on the global market. This has been due to a shift in consumer culture across the West with a growing impact on business as consumers expect companies to address social concerns. Conversely, there have not been many manifestations of activist brands in Africa, particularly in Nigeria, with little literature relating the phenomenon in context, especially with assumptions of the average Nigerian consumer being lackadaisical towards the activities of the brand that it purchases. The main purpose of this research work is to explore the effects of brand activism on customer loyalty and establish the mediating role perception between the constructs. The Framing and Theory of pollution and purity were referenced to give context on how brand activism could be used by brands to bolster a positive image as well as how consumers perception of said image could enhance loyalty. This research work made use of a descriptive design as well as a quantitative survey method in investigating. Due to the infinite population of the study, Bill Godden’s formular to ascertain a sample size was adopted which determined the sample size to be 600. A well-structured questionnaire was administered for the collection of data which was distributed using the convenience technique. A total of 586 copies of questionnaires were retrieved and filled out appropriately. The research instrument reliability was determined and the Cronbach's alpha coefficient was 0.902. Multiple regression analysis was used to analyze the data with PLS-SEM. The results suggested from tested hypotheses that cause-related marketing has a high predictive power on repurchase intention while the hypothesis of corporate philanthropy having no significant effect on customer advocacy was accepted. Findings also show that there is a significant indirect effect between brand activism on consumer loyalty with the mediation of customer loyalty. The research concluded in establishing that brand activism does have a positive effect on customer loyalty which is indicated by the sort of perception customers hold as seen in the selected case of Eat’n’Go’s Domino’s Pizza, Lagos. In addition, the study recommended that Domino’s Pizza in Lagos, Nigeria, should implement brand activism as this research proves that it is bound to increase customer repurchase intension. Lastly, this research recommended that future research should focus on other sectors as well as use multiple case studies.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Brand Activism, Customer Loyalty, Customer Perception
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User: nwokealisi
Date Deposited: 12 Sep 2022 15:51
Last Modified: 12 Sep 2022 15:51

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