1. CHARLES EZE OBETA - PhD, Senior Lecturer, Department of Marketing, University of Nigeria Nsukka, Enugu Campus, Enugu,
Nigeria.
2. ATTAMAH, IKECHUKWU JOSEPH - PhD, Senior Lecturer, Department of Management, University of Nigeria Nsukka, Enugu Campus, Nigeria.
3. ORANUSI, IFEANYICHUKWU NWADIOGO - PhD, Senior Lecturer, Department of Marketing, Nnamdi Azikiwe University, Awka, Nigeria.
4. IKPO, KOBI PAMELA - M.Sc, Lecturer I, Department of Marketing, University of Nigeria Nsukka, Enugu Campus, Nigeria.
5. OKOLO, VICTOR ONYEBUCHI - PhD, Senior Lecturer, Department of Marketing, University of Nigeria Nsukka, Enugu Campus, Nigeria.
6. SAMUEL CHUKWUDI ILODIGWE - PhD., Lecturer II, Department of Marketing and Consumer Studies, University of Ibadan,
Ibadan, Nigeria.
7. DICKSON BEN UCHE - PhD, Senior Lecturer, Department of Marketing, Evangel University Akaeze, Nigeria.
The influence of innovative sales promotion strategies on consumer brand loyalty in First Bank Nigeria was investigated. Specifically, the study determined the influence of FirstBank Naira MasterCard Reward Promo on customer brand loyalty. Similarly, it ascertained the influence of XploreFirst Account Promo on consumer brand loyalty. The population of the study comprises university undergraduates between 18 to 29 age range, who participated in the First Bank of Nigeria sales promotion program, who were purposively selected from 15 First Bank branches in Southeastern Nigeria. The questionnaire copies were given to Marketing Experts to certify its content validity. Besides, a pilot study was conducted and the reliability test was determined using Cronbach’s alpha in which 0.891 was realized. The sample size of 384 was determined using Freund and William’s formula. However, 384 copies of questionnaire were distributed to the respondents, and 216 were properly filled. Furthermore, simple linear regression was used to analyze the data using SPSS version 22. The findings revealed that FirstBank Naira MasterCard Reward Promo has a significant and positive influence on customer brand loyalty (r = 0.980; t = 161.111; F = 25956.783; p < 0.05). Similarly, it was revealed that XploreFirst Account Promo has a significant and positive influence on customer brand loyalty (r = 0.985; t = 189.083; F = 35752.537; p < 0.05). Indeed, customers made new transactions with their MasterCards and opened XploreFirst account during the promotion program. Thus, First Bank's innovative promotional strategies should be improved to encourage more customer brand loyalty.
First Bank, Sales Promotion, XploreFirst Account, MasterCard Reward, Brand loyalty, Theory of Planned Behavior