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Mass Communication — 2025, Undergraduate
This study investigated the effect of integrated marketing communication on brand loyalty in the Nigerian banking sector. A survey was conducted among customers of selected commercial banks using a structured questionnaire. Data were analysed using descriptive statistics and regression analysis. The findings revealed that consistent messaging across advertising, public relations, and digital channels significantly reinforced brand recall and customer loyalty. The study observed, however, that service quality and staff behaviour often outweighed promotional messages in shaping long-term loyalty. It recommends alignment of marketing communication with service delivery and continuous measurement of brand perception.
For reference and learning only. Do not submit this work as your own.
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