ABSTRACT
This study investigates the effect of brand management on customer loyalty. The main objective of the study is to examine the effect of branding on customer loyalty in the electronics industry using Alaba International market of Lagos State, Nigeria. Primary data were used for the study, 100 customers were selected from Alaba International market of Lagos state using the simple random sampling technique. The data were gathered using the questionnaire and analysed using descriptive statistics and inferential statistics such as Pearson Correlation analysis and regression analysis, with the aid of the Statistical Package for Social Sciences (SPSS). The findings of this study show that there is significant relationship between product branding and customer perceived value; as well as a positive significant relationship between product branding and customer commitment; and finally, a positive significant relationship and effect between product branding and customer loyalty. The study therefore recommends that marketers should pay close attention to a brand’s development and its products, its identity and architecture, as well as the marketing mix elements that support the brand in order to appropriately position the brand in the minds of consumers; develop a favourable image, gain and sustain substantial market share and ensure that the brand becomes most preferable in the market over time to develop effective loyalty
