1. ADVERTISING MESSAGES AND BRAND LOYALTY IN NIGERIA: A COMPARATIVE ANALYSIS OF ZENITH AND POLARIS BANK CUSTOMERS

»   CHAPTER ONE INTRODUCTION 1.1       BACKGROUND OF THE STUDY Several studies have examined the influence of advertising messages on brand loyalty (Baktor, Boric and Paunović, 2017). Advertising messages can be transferred to the target audience through the respective advertising media. A wid…Continue Reading »