Authors : Arsénio da Rabia Omar; Ana Domingas Cuambe

Volume/Issue : Volume 11 - 2026, Issue 5 - May

Google Scholar : https://tinyurl.com/mryzm8cd

Scribd : https://tinyurl.com/ye6em926

DOI : https://doi.org/10.38124/ijisrt/26May176

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Abstract : This article analyses the relationship between the positioning of the 2M brand and consumer loyalty in the city of Nampula, Mozambique, during the period from 2021 to 2023. The study is based on the assumption that, in competitive markets, brand positioning constitutes a strategic factor in shaping consumer perception and strengthening loyalty. The objective was to examine how the positioning strategies of the 2M brand influence consumer loyalty, considering dimensions such as visibility, communication, perceived value, trust, satisfaction and emotional attachment. From a methodological point of view, the study adopted a mixed approach of a descriptive and explanatory nature. Data were collected through a questionnaire survey administered to brand consumers and semi-structured interviews conducted with professionals from the commercial and marketing areas. Quantitative analysis was based on frequencies and percentages, while qualitative analysis was developed using the content analysis technique. The results show that the 2M brand has high market recognition and is predominantly associated with attributes such as accessibility, tradition and cultural identity. It was also found that consumers display high levels of trust, satisfaction and emotional identification with the brand, factors that directly contribute to repurchase intention, recommendation and continued preference. It is concluded that the positioning of the 2M brand positively influences consumer loyalty, highlighting the existence of a direct relationship between positioning, perception and loyalty in the context studied.

Keywords : Brand Positioning; Consumer Loyalty; Consumer Behaviour; 2M; Nampula.

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