STRATEGIC ROLE OF PRODUCT BRANDING IN REDEFINING CUSTOMER ENGAGEMENT IN THE DIGITAL ERA: A STUDY OF NEXT TARABA FACTORY, JALINGO, TARABA STATE, NIGERIA

Abstract

The rapid expansion of digital technologies has fundamentally reshaped how manufacturing firms build brands and engage customers, particularly in emerging markets. This study examines the strategic role of product branding in redefining customer engagement in the digital era, using Next Taraba Factory in Jalingo, Taraba State, Nigeria, as a case study. Anchored on Keller’s Customer-Based Brand Equity (CBBE) Theory, the research investigates how brand identity, digital visibility, and interactive communication collectively and individually influence customer engagement. A quantitative, cross-sectional survey design was adopted, with primary data collected through structured questionnaires administered to a sample of 160 customers and digital followers of the factory. Data were analysed using descriptive statistics, Pearson correlation, and multiple linear regression estimated via Ordinary Least Squares (OLS). The findings reveal that interactive communication (β = 0.37, p < 0.001), brand identity (β = 0.34, p < 0.001), and digital visibility (β = 0.29, p < 0.01) exert statistically significant positive effects on customer engagement. The study concludes that strategic product branding, particularly interactive and two-way communication, is a critical competitive tool for manufacturing firms operating in digitally evolving sub-national markets. It recommends that firms invest in structured digital branding frameworks, prioritise real-time online engagement, and leverage brand storytelling to foster long-term customer resonance and loyalty.