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
Research Questions
Research Hypotheses
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
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