An assessment of the impact of brand equity on customer loyalty: case study of Pool Pump and Filter Centre

Abstract

It is imperative to acknowledge that brand equity is an inseparable part of marketing and essential to the companies to create core-competencies and build strong brand experience that will impact the consumer decision making process and foster customer loyalty. The aim of this study is to assess the impact that brand equity has on the formation of customer loyalty for swimming pool care chemicals, Hth brand sold by Pool Pump and Filter Centre. For the purpose of this study, brand equity is made up of brand awareness and brand image. Data collection was done using self administered and electronically mailed questionnaires. A sum of 200 usable questionnaires was gathered from a census of a database. Analysis was done using Statistical Packages for Social Sciences (SPSS) The result of regression analysis indicates a relationship between brand awareness and customer loyalty and brand image and customer loyalty. The result of a correlation analysis also showed that there is a relationship between brand awareness and brand image. The researcher concluded that brand image and brand awareness have a positive impact on the formation of customer loyalty. The proper implementation and management of the two dimensions will build brand equity and create customers that are loyal to the Hth brand that Pool Pump and Filter Centre sells