THE IMPACT OF EXPERIENTIAL MARKETING ON CONSUMER BRAND LOYALTY (A CASE STUDY OF COCA-COLA ABUJA)

This study examines the impact of experiential marketing on consumer brand loyalty, using Coca-Cola in Abuja as a case study. Experiential marketing focuses on engaging consumers through memorable, emotional, and interactive experiences that foster deeper brand connections beyond traditional advertising methods. The research explores how Coca-Cola’s events, sensory branding, customer engagement strategies, and emotional appeals influence customer perception, satisfaction, and repeat patronage. The instrument use in this research for analyzing and collection of data is simple percentage while chi-square is the statistical instrument used in carrying out the research. Three alternative hypotheses were formulated in line with the objectives of the study to test the variables. Simple percentage and chi-square method were adopted as research design and technique of data analysis. Primary and Secondary source of data collection was adopted for this study for the population of this study of 1500 were chosen and a sample size of 200 were selected from the population using Taro yamene. The results indicate that experiential marketing significantly enhances consumer loyalty by creating positive brand associations, emotional attachment, and active brand advocacy. The study concludes that experiential marketing is a powerful tool for building lasting customer relationships and recommends that brands invest more in immersive and customer-centric marketing experiences to sustain brand loyalty