Effect of Brand Loyalty on the Sales Performance of Some Selected Bakery Businesses in Bauchi State: The Mediating Role of Consumer Attitude

In today’s highly competitive bakery industry, fostering brand loyalty has become a crucial strategy for
enhancing sales performance. However, the underlying mechanisms through which brand loyalty
influences sales performance remain underexplored, particularly in the context of small businesses in
Nigeria. This study investigates the effect of brand loyalty on the sales performance of bakery businesses
in Bauchi State; the mediating role of Consumer Attitude. The study examines how consumer attitude
shapes purchasing decisions and strengthens the impact of brand loyalty on business success. A
quantitative research design was adopted, utilizing a survey method to collect data from 342 customers
of bakery firms in Bauchi State. Structural Equation Modeling (SEM) was employed through SEMinR
software to analyze the relationships among the variables. The findings reveal that brand loyalty has a
significant positive effect on both consumer attitude (β = 0.838, t = 40.603) and sales performance (β
= 0.803, t = 32.487). Furthermore, consumer attitude is positively associated with sales performance
(β = 0.567, t = 9.406), confirming its crucial role in shaping sales performance. Mediation analysis
confirms that consumer attitude mediates the relationship between brand loyalty and sales performance
(β = 0.475, t = 9.051), highlighting its importance as a psychological mechanism through which brand
loyalty translates into increased sales. The findings offer practical implications for bakery firms,
emphasizing the need to build strong brand loyalty and foster positive consumer attitudes through
consistent quality, strategic branding, and customer engagement.