Abstract

This study examines the effect of product quality on consumer brand loyalty, focusing on consumers aged 18 and above in Ijebu North Local Government Area, Ogun State, Nigeria. Utilizing a descriptive research design and a sample of 100 respondents selected through convenience sampling, the research employed structured questionnaires to gather primary data. The findings analyzed using descriptive statistics and regression analysis, reveal a significant positive relationship between product quality and consumer brand loyalty. Key product quality dimensions such as durability, functionality, and perceived value were found to influence customer satisfaction, trust, and repeat purchasing behavior. The results support existing theoretical frameworks including the Expectancy- Disconfirmation Theory and Brand Equity Theory, confirming that higher product quality leads to stronger emotional attachment and long-term loyalty to brands. The study concludes that product quality is a critical determinant of brand loyalty and recommends that business prioritize continuous quality enhancement, maintain consistent quality standards, and actively gather customer feedback to guide product improvements. By doing so organizations can foster long-term customer relationships, increase repeat purchases, and strengthen their competitive position in the market. These insights are particularly valuable for brand managers and marketers seeking to build and sustain customer loyalty in a highly competitive environment

Keyword:  Product, Consumer, Quality, Satisfaction, Performance