MARKETING COMMUNICATION AND CONSUMER BRAND LOYALTY : A CASE STUDY OF OASIS BREAD ABAK, AKWA IBOM STATE

*Abstract* This research investigates the impact of different marketing channels on consumer brand loyalty, focusing on Oasis Bread in Abak, Akwa Ibom State. Employing a survey method, data were collected from 64 customers using well-structured questionnaires. The study examined the relationships between word-of-mouth marketing, affiliate marketing, social media marketing and brand loyalty. The sample comprised predominantly of young, single, and Christian customers. The data collected were analyzed using descriptive and inferential statistics tools. Findings reveal that word-of-mouth marketing demonstrated an insignificant positive association with brand loyalty. In contrast, both affiliate marketing and social media. Marketing exhibited significant positive relationships with brand loyalty. Descriptive statistics indicate relatively high variability in responses for all variables. The regression analysis emphasizes the collective explanatory power of these marketing channels, with an overall model fit of 77.7%. The study concludes that, in the context of Oasis Bread, businesses should recognize the varying impacts of different marketing channels on brand loyalty and strategically allocate resources accordingly. The findings contribute valuable insights to contemporary marketing practices and call for further research to explore nuanced aspects of consumer behavior and brand loyalty in diverse contexts.