The Effect of Corporate Branding on Consumer Loyalty: A Study of Dangote Cement in Kaduna State
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Background of the Study
Corporate branding is a strategic tool used by organizations to create a lasting impression on consumers by showcasing the values, culture, and quality associated with the brand. For companies like Dangote Cement, corporate branding plays a pivotal role in fostering consumer loyalty, particularly in a highly competitive market like Kaduna State (Ahmed & Bello, 2023).
By leveraging its brand reputation for quality and reliability, Dangote Cement has gained a strong foothold in the Nigerian cement industry. However, as customer expectations evolve, the effectiveness of branding efforts in retaining loyalty needs continuous evaluation (Yusuf & Adeyemi, 2024).
Statement of the Problem
Despite its strong brand image, Dangote Cement faces challenges in sustaining consumer loyalty due to increased competition, fluctuating product perceptions, and economic instability. These issues threaten the company’s ability to maintain its market dominance in Kaduna State (Okeke & Musa, 2025).
This study examines the effect of corporate branding on consumer loyalty and identifies strategies to strengthen brand-consumer relationships.
Objectives of the Study
- To analyze the corporate branding strategies employed by Dangote Cement in Kaduna State.
- To assess the impact of these strategies on consumer loyalty.
- To propose recommendations for improving corporate branding to enhance loyalty.
Research Questions
- What corporate branding strategies are employed by Dangote Cement in Kaduna State?
- How do these strategies impact consumer loyalty?
- What recommendations can improve corporate branding for enhanced loyalty?
Research Hypotheses
- Corporate branding does not significantly influence consumer loyalty.
- Consumer trust is not significantly impacted by corporate branding strategies.
- Proposed recommendations do not significantly improve branding effectiveness.
Scope and Limitations of the Study
This study focuses on the corporate branding strategies of Dangote Cement in Kaduna State and their effect on consumer loyalty. It excludes non-branding factors and other companies in the cement industry. Limited access to proprietary branding data may pose challenges.
Definitions of Terms
- Corporate Branding: The process of promoting a company’s name and reputation to build a strong market presence.
- Consumer Loyalty: The likelihood of customers consistently purchasing a brand’s products or services over time.
- Dangote Cement: A leading cement manufacturer in Nigeria.
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