BRAND IMAGE AND CUSTOMER PATRONAGE OF PETROLEUM PRODUCTS IN CALABAR METROPOLIS

ANYADIGHIBE, Joseph Amaechi
Department of Marketing
University of Calabar
EZEKIEL, Maurice Sunday
Department of Marketing
University of Calabar
AWARA, Nsobiari Festus
Department of Marketing
University of Calabar
UDEY-MGBADO, Lilian Ogeyi
Department of Business Management
University of Calabar
ABSTRACT
This study investigated brand image (brand identity, awareness, and reputation) on customers’ patronage of
selected petroleum filling stations and was conducted in Calabar Metropolis. The study adopted a survey research
design, and collected data in a cross sectional survey. A sample size of 143 was extracted for the study. A 5 point
structured Likert questionnaire was developed, validated and tested for reliability using test-retest technique.
Data collected were analyzed using multiple regression analysis. Finding revealed that brand identity, awareness
and brand reputation have positive influence on customers’ patronage of petroleum filling stations in Calabar
Metropolis. The study concluded that the need for acceptable brand image makes firms to direct efforts in gaining
customers’ patronage. The study recommends that brand identity, awareness and reputation should be
continuously employed to give filling stations competitive advantage when differentiated from competitors.
Keywords: Brand image, brand identity, brand awareness, brand reputation and customer patronage