Impact of corporate branding strategy on the consumer loyality: An empirical investigation of Riham Group of Companies

In the current competitive business environment, companies continually seek strategies for differentiation and customer relationship building. Corporate branding is a crucial aspect with the potential to impact customer loyalty, yet empirical investigations into this influence are limited. This study examined the impact of the Riham Group of Companies' corporate branding on Consumer Loyalty in Uganda's competitive market. The study employed a quantitative cross-sectional survey design to investigate the impact of corporate branding strategies on Consumer Loyalty within Riham Group of Companies in Kampala, Uganda. The study population comprised consumers familiar with Riham's corporate branding efforts. Data was collected through a structured questionnaire administered via online surveys and analyzed using descriptive and inferential statistics with SPSS software version 24. The study found that Corporate Image has a positive effect on Consumer Loyalty Similarly, Corporate Name exhibited a positive effect on Consumer Loyalty Corporate Reputation has a positive effect on Consumer Loyalty These findings provided substantial evidence to reject the null hypotheses, affirming that Corporate Image, Corporate Name, and Corporate Reputation significantly contribute to Consumer Loyalty within Riham Group of Companies.