Brand Management and Consumers’ Patronage of Iphone Among Users in Tertiary Institutions in Cross River State, Nigeria

The study “Brand management and consumers’ patronage of iPhone among users in tertiary institutions in Cross River State, Nigeria” examined the overall influence of brand management on consumers’ patronage of iPhone focusing specifically on users in tertiary institutions with Cross River State. Four research objectives translated into four research questions were formulated for the study. Literature review covered conceptual review, empirical reviews and theoretical framework. The study was theoretically grounded on the Technology Acceptance Model, the Brand Awareness and Loyalty Theory, and Uses and Gratifications Theory. Survey research design was adopted for the study. The Questionnaire designed with 20 closed ended items set in line with the four-point Likert Scale was used for data collection. Multi-Stage sampling technique involving cluster sampling, random sampling through ballot method, purposive sampling, and convenient sampling was used for the study. A sample size of 384 respondents was drawn using Cochran’ formula who attended to the question. Data gathered were presented in frequency tables and analysed using simple percentage and weighted mean. The major findings were that brand management strategies such as consistent branding, promotional activities and advertising etc. influence consumers’ patronage of iPhone. Also, factors such as brand awareness, product quality, price, brand image, brand experience, continuous innovation, product design, social influence, self-expression, hedonism, etc. significantly influence consumers’ patronage of the iPhone brand. Brand knowledge was equally found to wield significant influence on consumers’ purchase decision making toward iPhone. And finally brand attributes such as product quality, durability, uniqueness, design and aesthetic appeal, product innovation, customers’ satisfaction, brand trust, etc. influence consumers’ loyalty to iPhone brand. It was concluded that consistent branding, advertising, continuous brand innovation, and other promotional activities tend to create brand awareness and reinforce product quality, brand image, brand equity etc. which significantly influence the purchase decision making of the consumers as well as their loyalty to a specific brand of product and service. It was recommended amongst others that, Smartphone manufacturers and marketers should execute localised experiential campaigns, such as student ambassador programmes and educational discounts, to boost engagement with premium products. Marketing communications must emphasize durable, high-quality, and innovative features to overcome price objections, build trust, and drive consistent brand patronage among students.

Brand, Brand Management, Brand Knowledge, Consumer, Consumer Buying Behaviour

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