SANNI, Sekinat Arike
Department of Business Administration/AMREC
Federal University of Agriculture, Abeokuta, Nigeria
sannisarike@funaab.edu.ng
ABSTRACT
Understanding the drivers of consumer buying behavior in the highly dynamic globally mediated
environment is a strategic marketing concern for contemporary firms. This study examined a
model of brand knowledge and the effect of brand relationships on consumer behavior in the
dynamic business environment. The study adopted a survey research design, and collected
primary data from 223 consumers of Bournvita beverage in Ogun State, Nigeria, using a
structured questionnaire. Regression statistic was utilized to analyze the data collected. The
results show a positive significant influence of consumer perception of brands and branding on
brand expectation at (R2 = 0. 744, P = 0.000); a positive significant effect of dynamism of brand
value on consumer brand relationship at (R2 = 0.630, P = 0.000); and a positive significant effect
of globally meditated environments on contemporary ways brands gain and loose value at (R2 =
0.157, P = 0.000). The study concluded that the type of relationship consumers have with a brand
influence their buying behavior. Therefore, effective relationship marketing and branding
strategies should be deployed by firms to attract prospective customers as well as retain current
ones for sustainable business and brand growth in the rapidly changing, globally mediated
business environment.
Keywords: Brand relationship, brand expectation, brand value, consumer buying behaviour,
dynamic business environment