SUSTAINABLE MERKETING AND ITS EFFECT ON CUSTOMER RETENTION IN THE NIGERIAN FOOD AND BEVERAGE INDUSTRY : A MEDIATING ROLE OF BRAND EQUITY / OLAJUWON STEVEN ADOVON ; SUPERVISOR, ASST. PROF. DR. GALİP ERZAT ERDİL

Yazar: Katkıda bulunan(lar):Dil: İngilizce 2024Tanım: 55 sheets; 30 cm +1 CD ROMİçerik türü:
  • text
Ortam türü:
  • unmediated
Taşıyıcı türü:
  • volume
Konu(lar): Tez notu: Thesis (MA) - Cyprus International University. Institute of Graduate Studies and Research Marketing Management Özet: The Nigerian food and beverage industries and its promoting systems on computerized networks are known to powerfully influence customer’s retention and a lot of study are being carried out now most especially on the influence of sustainable marketing on customer retention and only few or no study has examined how this relationship can be mediated by brand equity. So, this study is aimed at examining sustainable marketing and its effect on customer retention in the Nigerian food and beverage industry: a mediating role of brand equity. This research employs a quantitative research method where 384 questionnaires were distributed and 302 were returned and used for the analysis. The analysis involves four different hypotheses and the four of them were all supported. This means that in Nigerian food and beverages sustainable marketing has strong impact on customer retention and brand equity while brand equity has a moderate positive impact on customer retention. Above all, the result also shows that brand equity mediates the influence of sustainable marketing on customer retention.
Materyal türü: Thesis
Mevcut
Materyal türü Geçerli Kütüphane Koleksiyon Yer Numarası Kopya numarası Durum Notlar İade tarihi Barkod Materyal Ayırtmaları
Thesis Thesis CIU LIBRARY Depo Tez Koleksiyonu YL 3384 A36 2024 (Rafa gözat(Aşağıda açılır)) C.1 Kullanılabilir Marketing Management T3801
Suppl. CD Suppl. CD CIU LIBRARY Görsel İşitsel Tez Koleksiyonu YL 3384 A36 2024 (Rafa gözat(Aşağıda açılır)) C.1 Kullanılabilir Marketing Management CDT3801
Toplam ayırtılanlar: 0

Thesis (MA) - Cyprus International University. Institute of Graduate Studies and Research Marketing Management

The Nigerian food and beverage industries and its promoting systems on computerized
networks are known to powerfully influence customer’s retention and a lot of study
are being carried out now most especially on the influence of sustainable marketing on
customer retention and only few or no study has examined how this relationship can
be mediated by brand equity. So, this study is aimed at examining sustainable
marketing and its effect on customer retention in the Nigerian food and beverage
industry: a mediating role of brand equity.
This research employs a quantitative research method where 384 questionnaires were
distributed and 302 were returned and used for the analysis. The analysis involves four
different hypotheses and the four of them were all supported. This means that in
Nigerian food and beverages sustainable marketing has strong impact on customer
retention and brand equity while brand equity has a moderate positive impact on
customer retention. Above all, the result also shows that brand equity mediates the
influence of sustainable marketing on customer retention.

Araştırmaya Başlarken  
   Sıkça Sorulan Sorular