The Effect Of Strategic Advertising On Consumer Brand Loyalty: A Case Of Britam Asset Managers Limited, Nairobi, Kenya
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Date
2016-06
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Mallowah, S, (2016), The Effect Of Strategic Advertising On Consumer Brand Loyalty: A Case Of Britam Asset Managers Limited, Nairobi, Kenya: Daystar University, School of Business and Economics, Nairobi
Abstract
This study aimed to establish the effect of strategic advertising on consumer brand loyalty: A case of Britam Asset Managers Limited in Nairobi. The study used the descriptive research design. The population of this study comprised of a total of 6,500 Britam Asset Managers Limited customers. The target population comprised all of Britam Asset Managers Limited customers within Nairobi. The sample size of this study was 357 respondents. Both stratified sampling and random sampling techniques were used to select the sample. The primary data was collected through questionnaires. The quantitative data collected was analyzed using Statistical Packages for Social Sciences (SPSS) and while content analysis was used in the qualitative analysis. The findings showed that strategic advertising created awareness of the company’s products and services, it also assured customer of the safety of their investments with the company and finally convinced customers to continue using products and services. The study also identified factor that affect customer brand loyalty which included; high quality perception of the, company’s products and services, popularity of the firm’s brand name, firm’s experience in the financial service industry, the experience of the company’s key staff members among others. Further, the results indicated that strategic advertising had a positive significant association with consumer brand loyalty. The study recommended that companies need to position their brands in the minds of consumers in order to achieve desired goals of their strategic advertising, and that companies should break the clutter by evolving innovative ways to attract the attention of the target audience and boost their customer’s loyalty.
Description
Master of Business Administration
in Marketing
Keywords
Effect Of Strategic Advertising, Consumer Brand Loyalty, Britam Asset Managers Limited, Nairobi, Kenya
Citation
The Effect Of Strategic Advertising On Consumer Brand Loyalty: A Case Of Britam Asset Managers Limited, Nairobi, Kenya