Corporate Brand strategies and Customers Emotional Attachment of Quoted Deposit Money Banks in Port Harcourt, Rivers State.
Vol. 4 Issue 1
The purpose of this study was to investigate the relationship between corporate brand strategies and customers emotional attachment of quoted deposit money banks in Port Harcourt. The study adopted the cross-sectional survey research design which enabled the researcher to collect unbiased data from the study targets and describe the relationship between the variables. The population of this study consists of the fifteen (15) quoted deposit money banks in Nigeria; all of which are operating in Port Harcourt. The sample size of this study was drawn from the fifteen (15) quoted deposit money banks in Port Harcourt. Thus, sixty (60) management staff of the fifteen (15) quoted deposit money banks constituted the respondents of the study; five (4) management staff; consisting of customer relationship manager, customer care manager, branch manager and marketing manager. The questionnaire is the instrument that was used in collecting primary data from the target respondents. This study made use of both descriptive and inferential statistics to analyze the data. The Pearson Product Moment Correlation (PPMC) was used as the statistical instrument to test the hypotheses stated in the study. These analyses were done with the help of the Statistical Package for Social Sciences (SPSS Version 22.0). Hence, the study concludes and recommended that the Quoted deposit money banks in Port Harcourt should ensure they are easily differentiated by carefully creating an identity that is distinct from those of the competitors and communicate their performance history and reputation to consumers and the public.
