BRAND EQUITY AND CUSTOMER PATRONAGE OF INDOMIE INSTANT NOODLES IN ENUGU STATE

Building and properly managing brand equity has become essential for any business organizations. As such, branding has become one of the most dominant indicators in the global product performance. Customer-based brand equity (CBBE) is a valuable tool in brand positioning and evaluating their marketing strategies. The study investigated the relationship between brand equity dimensions and customer patronage of Indomie instant noodles in Enugu State. Specific objectives includes to: Examine the level of relationship between brand awareness and customer word of mouth of Indomie instant noodles in Enugu State, evaluate the extent relationship between brand association and customer repeat purchase of Indomie instant noodles in Enugu State, ascertain the degree of relationship between perceived brand quality and customer purchase intentions of Indomie instant noodles and assess the extent relationship between brand loyalty and customer referral of Indomie instant noodles in Enugu State. A well structured questionnaire was used as instrument for data collection.Total population of the study was one thousand eight hundred and ten (384) which was statistically determined and conveniently selected from the three shopping malls in Enugu State namely; Shoprite, Roban Stores, Enugu Mall (SPAR). Pearson Correlation was used in testing the hypothesis. The Cronbach alpha test was usedto determine the reliability of the questionnaire. It was found out that brand equity has significant positive relationship with customer patronage of Indomie instant noodles in Enugu State. Based on the findings the study recommended that: Indomie instant noodles should ensure that proper and clear message about brand attributes are embedded on the advertisements and publicity campaign inorder to build good brand awareness and ensure effective awareness, advertising and publicity campaign should be carried out through the appropriate channels suited for their targeted audience inorder to ensure that they are heard