Evaluating the level of brand loyalty to Caprivi vision newspaper among the Zambezi region audience

Abstract

The study evaluated the level of brand loyalty to Caprivi Vision newspaper among the Zambezi region audience. It was guided by three objectives which included: to assess the knowledge of Zambezi region members regarding the Caprivi Vision newspaper; To assess the attitude of Zambezi region members regarding the Caprivi Vision newspaper; and to come up with the research recommendations about the branding strategies that Caprivi Vision newspaper can use to make people remain loyal to their brand. The researcher used a questionnaire and 120 participates participated in the questionnaire that was given. The main findings of the study were that majority of the Zambezi region read newspapers that they access news on the internet and social media. Results indicates that audiences prefer reading the Namibian Newspaper and New era newspaper. The study concluded that Zambezi region audience are aware of the Caprivi vision newspaper, however this newspaper should publish daily instead of twice a month because people will tend to forget that it does exist