INVESTIGATING THE INFLUENCE OF BRAND ACTIVATION ON CUSTOMER BRAND LOYALTY IN THE GHANAIAN SOFT DRINK MARKET: A CASE STUDY OF THE SPRITE BRAND

ABSTRACT Brand Activation refers to a form of experiential marketing that not only facilitates consumer-brand interaction, but creates trust and attachment between the consumer and brand as well. This research paper seeks to investigate the influence of brand activation on customer brand loyalty towards the Sprite brand in Ghana. The objectives of this study are to determine whether there is a significant relationship between brand activation and customer loyalty towards the Sprite brand, as well as understand why and how brand activation is being used in the Ghanaian soft drink market. It also makes recommendations as to how brand activation can be used to more of an advantage by the Coca Cola Company, in terms of creating and retaining loyal customers. The study involved both secondary and primary research, from a critical review of the literature on the subject matter, to data gathered from surveys and interviews. Survey respondents comprised of consumers who were involved or exposed to the 2013 Sprite Ball Championship Brand Activation, as well as those never activated by Sprite before. The Customer Loyalty of both groups were measured before and after the Sprite activation period and an independent t-test was used to measure the significance in loyalty changes. Interviewees included one marketing executive each from Coca Cola and EXP Ghana (A marketing agency that undertakes brand activations). Results revealed that it was the non-activated consumers, though not exposed to the Sprite activation, who seemed to become more loyal after the Sprite Ball Championship at a higher rate in comparison to the activated group. The independent t-test also showed insufficient evidence to suggest a significant relationship between brand activation and customer loyalty towards the Sprite brand. Recommendations were made for Coca Cola to implement mini followup activations, as well as more personal marketing towards individuals, in order to strengthen the relationship between Sprite and its consumers, increasing customer loyalty in the process.