Impact of Brand Positioning and Customers’ Patronage in United Bank of Africa

This study examined the impact of brand positioning on customer patronage in United Bank for Africa (UBA), with specific focus on UBA customers within the University of Ilorin community. The objectives of this study were to: (i) determine the impact of brand differentiation on customer patronage; (ii) determine the effect of brand quality on customer patronage; (iii) examine the influence of perceived value on customer patronage; and (iv) investigate the effect of price on customer patronage. Survey research design was adopted for the study. The population comprised customers of UBA Bank in University of Ilorin, and a sample size of 384 respondents was determined using Godden’s (2004) infinite population formula. Descriptive analysis was employed for demographic data while multiple linear regression was used to test the hypotheses at 0.05 level of significance. The result of the study revealed that (R square = 0.488, P = 0.000, β = 0.698, t = 16.991) for hypothesis one; (R square = 0.531, P = 0.000, β = 0.729, t = 18.576) for hypothesis two; (R square = 0.574, P = 0.000, β = 0.758, t = 20.115) for hypothesis three; and (R square = 0.546, P = 0.000, β = 0.739, t = 19.030) for hypothesis four, this implies that brand positioning has a significant effect on customer patronage. The study concluded that brand differentiation, brand quality, perceived value, and price have significant impact on customer patronage. Based on these findings, the study recommended that UBA should consistently communicate its unique brand attributes to enhance differentiation; sustain and improve quality in service delivery; focus on delivering superior perceived value through innovative banking solutions; and adopt pricing strategies that reflect the value customers receive while remaining competitive in the industry.