ETHNOCENTRISM AND CONSUMER-BASED BRAND EQUITY OF CONSTRUCTION FIRMS IN SOUTH-SOUTH NIGERIA: THE MODERATING ROLE OF BRAND TRUST

Abstract This research investigated how consumers' preference for domestic products impacts the value they place on local construction companies in the South-South region of Nigeria. This study utilized the cross sectional survey design. The population of the study is one thousand two hundred and thirty one (1,231) employees of working under the various states ministry of works. The random sampling technique was adopted as respondents were directors and their secretaries because of their relevant experiences and sufficient knowledge on the subject matter. Each department had two (2) representatives, purposively drawn from each of the functioning seven departments and three units; human resources management, planning research and statistics, finance and accounts, civil engineering, engineering services, quantity surveying and building services, design and structure, audit unit, legal unit and press unit. Thus the sample size is 120. However, only 116 of responses were valid for analyses. The results showed that there is a substantial association between the ethnocentric dimensions and the consumer-based brand equity measures, derived from the bivariate and multivariate analysis. Accordingly, the study suggests that, based on the results, Construction companies should focus on investing in local resources and employing native workers while supporting community advancement. This approach can foster long-term loyalty and brand advocacy among ethnocentric customers. Considering that consumer patriotism affects brand preference and loyalty, firms should implement branding strategies that underscore their role in national progress, local employment, and infrastructure development. Keywords: Devotion, Patriotism, Consumer-Based Brand Equity, brand trust, Construction Firms