By Stanley Gitari Kanyuiro and Elishiba Muthoni Murigi (Ph.D.)
Unaitas Sacco is faced by competition from the dominant brands such as commercial banks and micro-finance institutions with facilities throughout the country hence affecting loyalty among account holders in Unaitas Sacco. This is due to the fact that there are so many products and as such, consumers are highly influenced by perceptions on brand and other product attributes. This study therefore is aimed at establishing the effects of brand identity on brand loyalty among account holders in Unaitas Sacco in Nairobi City County, Kenya. The study was guided by the following theories; brand equity theory, consumer utility theory and theory of reasoned action. The study employed a descriptive explanatory research design. The study targeted all the 106,357 registered customers of Unaitas Sacco, Nairobi City County, Kenya. The study used stratified sampling method to come up with a sample of 384 respondents. The collection of primary data was achieved by the use of questionnaire. The study incorporated a test-retest procedure during testing of reliability. Content validity was used by the study. The data collected was analyzed using descriptive statistics (measures of central tendency and measures of variations) to achieve the objectives of the study. The quantitative data generated was analyzed with the help of Statistical Package for Social Sciences (SPSS) version 20 and multiple regression. Inferential statistics was applied by the use of regression model of which findings were presented using tables, frequencies and percentages. The study concluded that Unaitas Sacco has a unique name differentiated from other brands, Unaitas Sacco logo is well designed and articulated, and that a unit increase of brand identity variable would lead to a positive increase in brand loyalty.
Key words; brand, brand aspects, brand loyalty, Sacco and brand identity
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