Abdullahi Mohammed Yelwa

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 b...