MARKETING COMMUNICATION STRATEGIES AND CONSUMER BRAND LOYALTY FOR AUTOMOBILES IN CALABAR, NIGERIA

Authors

  • Eyo Emmanuel Essien University of Calabar, Nigeria
  • Edim Eka James University of Calabar, Nigeria

Keywords:

Marketing communications, Consumer brand loyalty, Advertising, Social media marketing, Sales promotion

Abstract

The focus of this study was on marketing communication strategies and consumer brand loyalty towards automobiles in Calabar, Nigeria. Its specific purpose was to ascertain the influences of advertising, social media marketing and sales promotion on consumer brand loyalty towards automobiles. The research utilized a cross-sectional survey approach, employing a structured questionnaire to gather primary data from 357 automobile owners chosen through judgmental sampling. Descriptive statistics were employed to analyze and interpret the data, and the study’s hypotheses were assessed using multiple linear regression method. The results of the research disclosed that social media marketing, sales promotion and advertising had significant positive influences on consumer brand loyalty towards automobiles. This entails that among the marketing communication strategies tested, social media marketing emerged the most crucial in positively influencing consumer brand loyalty towards automobiles. Therefore, we presented the following recommendations: automobile marketers should intensify the use of advertising media such as print, television and outdoor to promote key features and performance of their brands to customers in order to influence customers’ preference and patronage; the enormous connectivity and reach of social media should be harnessed by automobiles marketers to execute strategies such as influencer marketing, virtual customer engagement and targeted promotional campaigns to attract customer patronage; and special price deals, discounts and premiums should be offered to customers in a sales promotional campaign to entice and induce patronage and repeat patronage of automobile brands.

Author Biographies

Eyo Emmanuel Essien, University of Calabar, Nigeria

Department of Marketing, University of Calabar, Nigeria

Edim Eka James, University of Calabar, Nigeria

University of Calabar, Nigeria

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Published

2024-01-29

How to Cite

Essien, E. E., & James, E. E. (2024). MARKETING COMMUNICATION STRATEGIES AND CONSUMER BRAND LOYALTY FOR AUTOMOBILES IN CALABAR, NIGERIA. FUW-International Journal of Management and Social Sciences, 9(1), 106–122. Retrieved from https://fuw-ijmss.com.ng/index.php/fijmss/article/view/67