EVALUATING CORPORATE BRAND BUILDING ACTIVITIES AND CUSTOMER PATRONAGE (A Case Study of Selected Soft Drinks Company Activities in BIU Community, Benin City)

ABSTRACT

This research work is focused on evaluating corporate brand building activities and customer patronage. It is believed that large number of company’s name and it products have built up brand value through the development of differential brand personality and a long term reputation for quality. Research questions were constructed to guide the researcher in this study. Relevant related literature was reviewed to show that similar research works have been carried out using the appropriate theoretical framework to situate the study within its body of knowledge. Chi-square was adopted, and this made it possible for the researcher to select an appropriate sample size of 176 using structured questionnaire. At the end of the study, data gathered revealed that corporate brand building positively influences customer patronage as customers patronizes brands which have a good reputation. The researcher therefore recommends that, companies should focus on building long term relationships, and creating strong brand loyalty in order to create customer loyalty and satisfaction.