INFLUENCE OF MTN COLOUR BRANDING ON THE BRAND LOYALTY OF BENIN RESIDENTS

ABSTRACT

This study anchored on the tenets of Social Judgment theory and Yale’s Theory of Attitudinal Change investigated the Influence of MTN Colour Branding on the Brand Loyalty of Benin Residents. The study became necessary following the fact that colour is very essential in branding. Colors have the ability to evoke a variety of feelings and meanings. Hence it became imperative to empirically ascertain the Effect of MTN Colour Branding on the Brand Loyalty of Benin Residents. Using the survey design, questionnaire was employed to elicit data from 400 respondents in Benin through Multi Sampling Technique using the purposive, stratified and simple sampling procedure. The findings of this study make a significant contribution to the field of branding and consumer behavior by highlighting the importance of color branding strategies in shaping consumer perception and behavior towards a brand. Hence, it was recommended that , MTN should conduct regular market research to understand changing consumer preferences and adapt its color branding strategies accordingly.