This study examined the impact of brand awareness as a predicator of brand loyalty in selected
brewery firm in South-South of Nigeria. The specific objectives of the study were to ascertain
the impact of brand image on brand loyalty, to examine the upshot of brand recall on brand
loyalty, to examine the impact of brand personality on brand loyalty and to determine the
impact of brand experience on brand loyalty. The study adopted the survey research design
method. The population of the study was five hundred and sixty (560) from two brewery firms
in Benin and Onistha metropolis of Edo and Anambra states, the sample size of two hundred
and thirty three (233) was used. A stratified sampling technique was used to select the
respondents in each of the selected brewery firms. Data were collected from primary and
secondary sources, using questionnaire research instrument and interview guide. Cronbach`s
alpha based test was used to test the reliability of the instrument. Data collected were analyzed
and hypotheses were tested using multiple regression. Findings revealed that the extent to
which brand image affects brand loyalty is significant, brand recall has significant impact on
brand loyalty. Brand personality has significant effect on brand loyalty. The extent to which
brand experience affects brand loyalty is significant. The study concludes that brand image has
positive effects on brand loyalty and will perform better if brewery firms have to work hard on
the consumer experience. The study recommends that brand recall influence consumer on
brand loyalty. Brand recall makes customers to be aware with a product from a creation group
line and then build an intension of purchase. A brand recall will help retailer and consumers to
spot service providers and to expect the outcomes of the service
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