IMPACT OF GLO REPUTATIONAL ADVERTISEMENT ON PRODUCT PATRONAGE AND BRAND LOYALTY AMONG GSM SUBSCRIBERS IN OFFA COMMUNITY

Abstract This study examined the impact of GLO’s reputational advertising on product patronage and brand loyalty among GSM subscribers in Offa Community, Kwara State. The research was anchored on the premise that reputational advertising, which emphasizes corporate image, values, and social responsibility, plays a significant role in shaping consumer attitudes and behaviors beyond mere product promotion. A descriptive survey research design was adopted, and data were collected through structured questionnaires administered to selected GSM subscribers in Offa using simple random sampling technique. The findings revealed that subscribers were highly exposed to GLO’s reputational advertisements and that such exposure positively influenced their product patronage and brand loyalty. The study also established that emotional appeal, trust, and cultural relevance enhanced the effectiveness of GLO’s reputational advertising, while factors such as network quality, service cost, and customer service posed challenges to its overall impact. The study concluded that reputational advertising significantly contributes to consumer patronage and loyalty when supported by satisfactory service delivery. It therefore recommended that GLO should align its reputational advertising promises with consistent service quality to sustain subscriber loyalty and competitive advantage. Keywords: Reputational Advertising, Product Patronage, Brand Loyalty, GLO, GSM Subscribers