Volume 12, Issue 11

Exploring Branding Approaches and Their Impact on Customer Loyalty: A Study of Agro-Allied Small and Medium Enterprises in Lagos State

Author

Fred Ojochide Peter1, Adeshola Oluwasheyi Peter2, Chibogu Nicholas Okolugbo3.

Abstract

In the contemporary business landscape, the interplay between Online Branding and Customer Loyalty presents a critical challenge. This study was conducted to thoroughly explore the influence of Online Branding on Customer Loyalty, with the goal of providing valuable insights into the extent of this relationship. Using robust quantitative analysis and statistical techniques, the research revealed a significant correlation between Online Branding and Customer Loyalty. This linkage, with a high coefficient of determination (R Square), underscores the role of Online Branding in driving Customer Loyalty. The findings also demonstrate a moderate and positive relationship, signifying that changes in Online Branding have a meaningful impact on Customer Loyalty. The research results affirm that Online Branding does indeed influence Customer Loyalty. Therefore, it is recommended that businesses prioritize the refinement of their Online Branding strategies to bolster Customer Loyalty, thereby ensuring enduring customer retention and sustained business success.

DOI

https://doi.org/10.62226/ijarst20231121

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