Empirical Linkage: Visual Branding and Customer Loyalty (Published)
Before any product is ever produced or sold, it must first be branded. Every idea, from initial sketches to patented logos, supports a branding strategy, or the decisions a production team has made about what will drive a consumer to choose their brand over that of their competitors. Survey was used for the study. A sample size of 50 which consist of 20 graphic designers and 30 customers were used for the study. Simple random sampling technique was used to select both graphic designers and customers of Techno phones. A structured questionnaire, with a five-point Likert scale, was fielded to gather the data. Data was analyzed using structural equation modelling (PLS-SEM) with SmartPLS 3.0 while Pearson’s correlation coefficient was used to determine whether visual branding can influence customer loyalty. The study revealed that visual branding has a significant correlation with customer loyalty.
Keywords: Customer loyalty, Graphic Designer, Product, visual branding