Abstract

This study examined product branding and consumer loyalty in registered bakery firms in Delta North Senatorial District, Delta State Nigeria. Repetition of the first sentence, delete The instrument used in generating data was questionnaire administered on one hundred and thirty (130) respondents as Analysis of Variance (ANOVA) was the statistical tool used for data analysis. The stated hypotheses used in eliciting information from respondents were tested using linear regression through SPSS as it was more appropriate in testing results of the samples collected. The findings revealed that product branding within the scope of brand equity, brand image, brand name, and brand association have positive significant impact on consumer loyalty. In the light of the above, it was recommended that bakery firms should embrace the practice of product branding as the benefits are overwhelming from the findings of this research. Again small and medium scale enterprises development agencies of Nigeria (SMEDAN) should carryout regular sensitization programs on the need for product branding among bakeries and other firms in the SMEs industry amongst others.