Adovon, Olajuwon Steven <br/><br/>
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 
 - 55 sheets;   30 cm  +1 CD ROM 
<br/><br/>Thesis (MA) - Cyprus International University. Institute of Graduate Studies and Research Marketing Management 
<br/><br/> The Nigerian food and beverage industries and its promoting systems on computerized<br/>networks are known to powerfully influence customer’s retention and a lot of study<br/>are being carried out now most especially on the influence of sustainable marketing on<br/>customer retention and only few or no study has examined how this relationship can<br/>be mediated by brand equity. So, this study is aimed at examining sustainable<br/>marketing and its effect on customer retention in the Nigerian food and beverage<br/>industry: a mediating role of brand equity.<br/>This research employs a quantitative research method where 384 questionnaires were<br/>distributed and 302 were returned and used for the analysis. The analysis involves four<br/>different hypotheses and the four of them were all supported. This means that in<br/>Nigerian food and beverages sustainable marketing has strong impact on customer<br/>retention and brand equity while brand equity has a moderate positive impact on<br/>customer retention. Above all, the result also shows that brand equity mediates the<br/>influence of sustainable marketing on customer retention. 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing --Management--Dissertations, Academic