000			02139nam a22002657a 4500
003			KOHA
005			20241014093328.0
008			240924d2024 cy ||||| |||| 00| 0 eng d
040			_aCY-NiCIU _beng _cCY-NiCIU _erda
041			_aeng
090			_aYL 3384 _bA36 2024
100	1		_aAdovon, Olajuwon Steven
245	1	0	_aSUSTAINABLE MERKETING AND ITS EFFECT ON CUSTOMER RETENTION IN THE NIGERIAN FOOD AND BEVERAGE INDUSTRY : A MEDIATING ROLE OF BRAND EQUITY / _cOLAJUWON STEVEN ADOVON ; SUPERVISOR, ASST. PROF. DR. GALİP ERZAT ERDİL
264			_c2024
300			_a55 sheets; _c30 cm _e+1 CD ROM
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
502			_aThesis (MA) - Cyprus International University. Institute of Graduate Studies and Research Marketing Management
520			_aThe 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.
650		0	_aMarketing _vDissertations, Academic _xManagement
700	1		_aErdil, Galip Erzat _esupervisor
942			_2ddc _cTS
999			_c292820 _d292820