BRAND NAME AND CUSTOMERS LOYALTY: EVIDENCE FROM CUSTOMERS OF STAR LAGER BEER, NIGERIAN BREWERIES PLC, UMUAHIA METROPOLIS

Abstract

Most previous studies were carried out in countries outside Nigeria which is one of the largest
market in Africa. This study examines the effect of brand name on customer loyalty to Star Lager
Beer, Nigerian Breweries PLC in Umuahia Metropolis, Abia state-Nigeria. The study adopted
survey research design. A sample of 280 customers were administrated questionnaire for data
collection and analysis. The questionnaire is designed in 5-point Likert Scale and validated. The
research hypothesis was tested using Pearson’s Product Moment Correlation Coefficient of the
Statistical Package for Social Science (SPSS). The study found that brand name has negative and
significant effect on customers’ loyalty to Star Lager Beer, Nigerian Breweries PLC in Umuahia
Metropolis, Abia state-Nigeria. By implication, brand name does not lead to customer loyalty and
Nigerian Breweries customers can drink any alternative with good quality if their brand is not
available. Based on the finding, the study recommends that companies in brewery business should
deemphasized on brand name and work hard on quality and packaging since they are among the
things that could lead to customer loyalty.