Title: Exploring The Effect Of Experiential Marketing Strategy On Consumer Brand Loyalty: Insights From Mtn Subscribers Base In Delta State
Authors: IZOMO, Victory Oghenevwakpo; OKUNBOR, Peace and ODITA, Anthony Ogomegbunam
Volume: 10
Issue: 7
Pages: 10-26
Publication Date: 2026/07/28
Abstract:
The advent of experiential marketing has given the consumers to feel, touch, sense and develop loyalty towards the brand as in traditional marketing it was not possible. This marketing technique creates holistic approach not only to make the consumers aware of the product but at the same time convert them as regular and loyal users. The study therefore, investigated the effect of experiential marketing strategy on consumer brand loyalty of telecommunication industry using MTN subscribers in Delta State. The study considered three aspects of experiential marketing; consumer brand experience, net promoter score and repeat purchase (independent variable) the dependent variable on the other hand was consumer brand loyalty. Relevant conceptual, theoretical and empirical literatures were reviewed. The study adopted descriptive survey research design method. A sample of seventy-three (73) respondents (subscribers of MTN Nigeria) was selected for the study while a well-structured questionnaire was used as the research instrument. Data collected were subjected to consumer brand experience, net promoter score and repeat purchase showed positive and significant effect with consumer brand loyalty. The three independent variables also show that experiential marketing strategies have significant effect on consumer brand loyalty in the telecommunication market drawing insights from MTN subscribers. From the findings of the study, it can be concluded that, overall the experiential marketing strategies had a significant effect on the consumer brand loyalty of MTN subscribers in Delta State, Nigeria. In line with the findings above, the study recommended that to maintain and enhance consumer brand loyalty, telecommunication firms in Nigeria should continue to prioritize consumer brand loyalty, invest on consumer brand experience and innovate to meet the dynamic needs and preference of its customers. By doing so, firms can further solidify its relationship with customers and shape their decision making in the telecommunication market.