| Title: | Advertising, Consumer Patronage and Brand Loyalty to GLO Promo Data Plans in Enugu Metropolis of Enugu State, Nigeria |
| Author(s): | Odicha UDE, Agatha ORJI-EGWU & Marian ONUKWUFOR |
| Abstract: | This study sought to ascertain whether GLO subscribers in Enugu metropolis are influenced by advertising in their subscription and whether advertising also inducestheir loyalty to the Glo brand. The study which was anchored on Pavlovian Behavioural theory employed survey research method. Four hundred copies of questionnaire were distributed using purposive sampling technique. It was discovered that advertising actually has influence on subscribers but advertising alone does not attract and retain customers’ loyalty. It was also found that what actually determines the loyalty to a network is consumer satisfaction. The study directs attention to consumer satisfaction as the best strategy for ensuring loyalty to a product or service. |
| Keywords: | Sales Promotion, Globacom Data Plans, Customer Behaviour, Brand Loyalty |
