Consumerism Activities and Brand Equity: An Empirical Analysis of Selected Fast-Moving Consumer Goods (FMCG) Manufacturing Companies in Nigeria
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2026-08-01
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Abstract
This study examined the effect of Consumerism Activities and Brand Equity: An empirical Analysis in Nigerian fast-moving consumer goods sector with Unilever Nigerian Group of companies as a case study. Survey design was used for the study as data were collected using questionnaires administered on a sample of two hundred and fifty-nine questionnaires (259) received from respondents. The data analysis for the study was undertaken through PLS-SEM. Accordingly, the findings of the study revealed perceived Consumer Right Awareness positively influence the brand loyalty of the consumers of Unilever Group of companies with beta (β = 0.616), t-statistic (t = 17.813) and p value (p = 0.000), while regulatory compliance also has positive and significant relationship with product quality (β = 0.466), t statistics (t = 10.081) and p value (p = 0.000). The study concluded that empowering consumers and adhering to regulations serve as strategic catalysts that transform transparency and legal standards into competitive assets for loyalty and quality. By leveraging these benchmarks as internal controls, firms minimize operational errors while fostering secure, long-term consumer commitment. The study recommends that Unilever should prioritize consumer education and transparent rights policies fosters long-term brand retention and market growth by transforming informed customers into strategic assets. Similarly, integrating regulatory compliance into early production stages secures product reliability and elevates overall market performance through standardized quality excellence.
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Adebayo, A. A., Ajayi, E. O. & Olowookere, M. T. (2026). Consumerism Activities and Brand Equity: An Empirical Analysis of Selected Fast-Moving Consumer Goods (FMCG) Manufacturing Companies in Nigeria. Al-Zaytoonah University Journal of Business (ZJJB), Al-Zaytoonah University of Jordan, 2(2), 13-21