BRAND TRUST AND PERCEIVED VALUE ON BRAND LOYALTY AMONG SACHET WATER CONSUMERS IN MAKURDI METROPOLIS, NIGERIA

Abstract

 The cross-sectional survey design was used to examine the influence of brand trust and perceived value on brand loyalty among sachet water consumers in Makurdi metropolis. The cluster sampling technique was used among 390 sachet water consumers in Makurdi metropolis. The Brand Trust Scale developed by Delgado-Ballester (2011), Customer Perceived Value Scale developed by Sweeney and Soutar (2001), and the Brand Loyalty Scale developed by Bobalca, Gatej and Ciobanu (2012) were used for data collection. The multiple linear regression were used to test the hypotheses. Hypothesis one revealed that, brand trust significant influenced brand loyalty among sachet water consumers in Makurdi Metropolis [R = .962, R2 = 925, F (2, 387) = 238.56, P<.05]. Hypothesis two revealed that, perceived value (quality, emotional, price and social value) significantly influenced brand loyalty among sachet water consumers in Makurdi Metropolis [R = 986, R2 = 873, F (2, 385), P <.05] and Hypothesis three when tested showed that brand trust and perceived value significantly and jointly influenced brand loyalty among sachet water consumers in Makurdi Metropolis [R = .969, R2 = .938, F (2, 387) = 2952.093, P<.05]. In conclusion, both brand trust and perceived value significantly influenced brand loyalty among sachet water consumers in Makurdi Metropolis. It was recommended thus, Manufacturers should focus on quality assurance, ensuring consistent quality in sachet water production to build and maintain brand trust. Individuals themselves should learn to provide feedback to manufacturers and authorities regarding product quality and safety concerns, this which can help them improve quality and service delivery. Also, they should advocate for the promotion of trustworthy and high-value sachet water brands within the community to support local businesses and ensure consumer satisfaction. Keywords:  Brand Trust, Perceived Value, Brand Loyalty, Sachet Water, Consumers