| dc.contributor.author | Moywaywa, Anne Bonareri | |
| dc.contributor.author | Nkaabu, Clement | |
| dc.contributor.author | Huka, Guyo | |
| dc.date.accessioned | 2025-09-17T07:25:43Z | |
| dc.date.available | 2025-09-17T07:25:43Z | |
| dc.date.issued | 2024 | |
| dc.identifier.citation | Moywaywa, A. B., Nkaabu, C., & Huka, G. (2024). Brand Loyalty and Customer Citizenship Behavior Among Students of Selected Universities Within Mount Kenya Region. Journal of Marketing and Communication, 4(4), 1-12. | en_US |
| dc.identifier.uri | http://repository.must.ac.ke/handle/123456789/1560 | |
| dc.description.abstract | Purpose: Enrollment in Kenya’s public universities has been declining. This study sought to
determine the effect of brand loyalty on customer citizenship behavior among students of
selected universities within Mount Kenya region. The study is anchored on Keller brand theory.
Methods: The study adopted a descriptive research survey. The accessible target population
was 3000 4th year students from selected universities within Mount Kenya region. The study
used a sampling formula proposed by Israel (2009) to obtain the required sample size of 254
respondents from the study. Primary data was collected using both closed and open-ended
questionnaires. The questionnaires were carefully structured pre-tested and adjusted to meet
the demands of the study. Data was analyzed using descriptive and inferential statistics.
Results: According to correlation outcome, brand loyalty had a strong positive and significant
correlation with customer citizenship behavior (r =0.658, p=0.000). Regression findings
showed that brand loyalty had a positive and significant effect on customer citizenship behavior
(β=0.174, p=0.002<0.05).
Conclusion: The study concluded that brand loyalty contributes significantly to enhanced
customer citizenship behavior. The university management should create brand loyalty for the
university by ensuring they offer quality education which can enhance competitiveness and
thus increase the number of students enrolling in the universities. | en_US |
| dc.language.iso | en | en_US |
| dc.publisher | EdinBurg Peer Reviewed Journals and Books Publishers | en_US |
| dc.subject | Brand loyalty | en_US |
| dc.subject | Customer citizenship behavior | en_US |
| dc.subject | Universities in Mount Kenya region | en_US |
| dc.title | Brand Loyalty and Customer Citizenship Behavior Among Students of Selected Universities Within Mount Kenya Region | en_US |
| dc.type | Article | en_US |
