Title:
BRAND EQUITY AND CUSTOMER PATRONAGE OF ELECTRONIC PRODUCTS IN RIVERS STATE

Authors:
Dr. Ikeche Obinna P and Ambille, Beauty Eric

Abstract:
This determined the relationship between brand equity and customer patronage of electronic products in Rivers State. The study has three objectives, research questions and null hypotheses. The data were collected through well-structured questionnaire. The questionnaire was administered to 2-selected major electronic companies in Rivers State. Descriptive statistics using frequency and percentage were adopted for research question analysis while linear regression statistical tool was used to test the hypotheses at 5% significance level. The findings showed that there was significant relationship between perceived quality and customer loyalty of electronic products in Rivers State and its environs; also that perceived value have significant relationship with customer referral of electronic products in Rivers State. Again, it revealed that perceived price is the major instrument for customer satisfaction of electronic products’ purchase in Rivers State. In conclusion, brand equity has a role dominantly to explain consumer satisfaction compared with service quality. Product/service quality that is thought well still occurred because of a good service quality giving through consumer satisfaction and referral. Brand equity is a strong mechanism for customer patronage. It is recommended that electronics product marketers should create awareness on the perceived quality of the brand so that the customer may be fully acquainted with the quality, also create a strong customer-relationship-marketing through home services. Hence, create a room for special appreciation to loyal customers for customer referral through discounts (cash or trade) and finally, create a complete image of the brand in the mind of audience and reinforce the brand image crated through social-media.

Keywords:
Brand Equity, Customer Patronage, Electronic Products, Rivers State