NJOMACS

This study investigated the extent to which advertising strategies were utilised by MTN and GLO to enhance consumer brand loyalty in Benue State, Nigeria. A quantitative survey design was adopted, and data were collected from 544 respondents using a structured questionnaire. Descriptive statistical tools were employed to analyse the data. The findings indicated that advertising strategies such as celebrity endorsements, emotional storytelling, rational appeals, and promotional campaigns significantly influenced consumer loyalty and brand attachment. However, the effectiveness of these strategies was constrained by poor network quality, inconsistent service delivery, and limited local adaptation of advertising messages. The study further revealed that while persuasive advertising attracted customers, long-term loyalty depended on the alignment between advertising promises and actual service experiences. It was therefore concluded that sustained brand loyalty required an integration of persuasive communication, reliable service performance, and cultural relevance. The study recommended that MTN and GLO adopt integrated marketing communication approaches, enhance customer engagement, and promote culturally inclusive advertising content to strengthen consumer trust and long-term loyalty.