EFFECTOFBRAND COMMUNICATION ON LOYALTYTOWARDSLAUNDRYDETERGENTSIN NAIROBICITYCOUNTY, KENYA

 
◦ In recent times, the importance of building relationships
in marketing has greatly increased with the main point
of focus being on the relationship between companies
and their customers.
◦ In many markets, particularly in fast moving consumer
goods market, relationships between consumers and
brands also plays a key role.
INTRODUCTION
◦ In the Kenyan context, the importance of loyalty in the
laundry detergents market is evidenced by the
numerous brand promotions of different brands, little
price and product differentiation,
 This study is underpinned by the social exchange
theory, and Lavidge and Steiner’s Hierarchy of
effects theory.

Theoretical
Foundations Social exchange theory helps in understanding
loyalty by proposing that a customer-brand
relationship is formed, based on the rewards and
costs that can be enjoyed and incurred respectively.
 In the conceptualisation of brand
communication, different
dimensions have been espoused.

BRAND One way communication.

COMMUNICATION

Two way communication.

 RESEARCH HYPOTHESIS

◦ HO1: Brand communication has no significant effect on loyalty among household

consumers of laundry detergents in Nairobi City County, Kenya.
CONCEPTUALISATION
Research Design, Sample and
Sampling Design
◦ This research adopted the positivistic philosophy and the explanatory
research design in conducting the study and was cross-sectional in nature.
◦ The target population was households in eleven sub-counties (Westlands,
Dagoretti North, Langata, Roysambu, Kasarani, Embakasi South,
Embakasi Central, Embakasi East, Embakasi West, Makadara and Starehe)
in Nairobi City County.
◦ The household in this study was viewed as a single purchase and
consumption unit for a detergent brand. A sample of 400 households were
selected using cluster and simple random sampling.
RESULTS
RESULTS
◦ The results shown indicate an adjusted R2 of 0.095. This implies that the brand communication variable
has a low explanatory power on loyalty since only 9.5% of loyalty was explained by the brand
communication variable.
CONCLUSIONS

◦ The study shows that brand communication has positive

direct effects on loyalty. These findings are supported by
some previous studies such as (Crosby & Stephens, 2013;
Zehir et al., 2011)

◦ Overall, the more detailed understanding of the effects of

brand communication, experiences, satisfaction, trust on
building loyalty. Further research should focus on the
antecedents and long-term consequences of brand
experiences. Brand experience and communication
dimensions evoked by brand related stimuli?