THE EFFECT OF BRAND IMAGE ON CONSUMER BEHAVIOR
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ABSTRACT
The purpose of this study was to examine the effects of brand image on customer behavior in the Nigerian banking sector. The study was guided by the research questions that were aimed at answering how marketing mix strategies affected brand image and customer behavior in the Nigerian banking sectors; how brand positioning affected brand image and customer behavior in the Nigerian banking sector; and how demographics affected brand image and customer behavior in the Nigerian banking sector.
The study used descriptive research design. The design was used to determine the effects of brand image which was the independent variable on customer behavior which was the dependent variable in this study in the Nigerian banking sector. The target population in this study was 2050 in number. For this study, the sampling frame came from a list of loyal customers who banked with Diamond bank. Stratified sampling technique was used to select the respondents from among the list of loyal customers obtained from Diamond Bank. After the population had been divided into different loyalty period strata, each stratum was then sampled as an independent sub-population, out of which individual elements were randomly selected. The sample used was 10% of the target population which was 205 since the target population of 2050 was large.
Secondary data was collected from previous researches and works done by authors on the same subject matter. Data was collected from the target population using a structured questionnaire. The administration method selected for distributing the questionnaires was the “drop and pick” method.
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