Brand Management And Customer Loyalty In The Electronics Industry (a Study Of Alaba International Market)

ABSTRACT This study investigates the effect of brand management on customer loyalty. The main objective of the study is to examine the effect of branding on customer loyalty in the electronics industry using Alaba International market of Lagos State, Nigeria. Primary data were used for the study, 100 customers were selected from Alaba International market of Lagos state using the simple random sampling technique. The data were gathered using the questionnaire and analysed using descriptive statistics and inferential statistics such as Pearson Correlation analysis and regression analysis, with…