Brand Loyalty Correlates: Analyzing their Effects on Brand Loyalty

The framework on which this book is configured rests on a research conducted by the author that focused on the lacuna that may be extant in the non-application of brand loyalty theories to study the effects of brand loyalty correlates on consumers' loyalty to products, using a segment of the beer market in Nigeria as a study slice. The study which gave birth to this book operationalized a behavioral construct of brand loyalty theory, the 'brand-choice sequences' theory, and an attitudinal construct of brand loyalty, the 'preference purchase theory', to measure and analyze the effects of brand loyalty correlates on consumers' loyalty to five brands of beer in the southeastern Nigeria beer market. Using the survey method, a convenience sample of 1000 beer consumers in selected socioeconomic and demographic segments was used for the study. Data from the survey were computer-analyzed using t-tests, ANOVA and multiple regression models. This book is useful in the academia at the graduate and post graduate levels in marketing. The book also is of relevance in the marketing and marketing research industry in providing a means of understanding theory based empirical research.