EFFECT OF BRAND PERSONALITY ON CONSUMER LOYALTY OF NIGERIAN BOTTLING COMPANY, ABUJA, NIGERIA

This study examined the effect of brand personality on consumer loyalty of Nigerian Bottling Company products in Abuja, Federal Capital Territory. The research was anchored on Aaker's Brand Personality Framework, which identifies three core personality dimensions: sincerity, excitement, and competence. A survey research design was adopted to collect primary data from consumers of Nigerian Bottling Company products in Abuja using structured questionnaires. A sample of 400 respondents was selected through convenience sampling, with 384 valid responses returned, representing a 96% response rate. Data were analyzed using descriptive statistics, reliability analysis, and multiple regression techniques. The findings revealed that all three brand personality dimensions significantly influenced consumer loyalty at varying strengths. Brand competence emerged as the strongest predictor of consumer loyalty (t = 7.395, p < .05), followed by brand sincerity (t = 6.976, p < .05) and brand excitement (t = 6.447, p < .05). The study concluded that brand personality dimensions are critical determinants of consumer loyalty in the Nigerian beverage industry, with competence, sincerity, and excitement being particularly influential. The study recommended that Nigerian Bottling Company should prioritize building competent, sincere, and exciting brand personalities through consistent product quality, authentic communication, innovative marketing, and youth-focused engagement strategies to strengthen consumer loyalty and competitive advantage in the Nigerian market.

0 23 Jun, 2026

pg: 20

JBMIC PORTAL SYSTEM

Contri. 3+