THE ROLE OF CONTENT MARKETING IN BUILDING BRAND EQUITY: A CASE STUDY OF RITE FOOD LIMITED, OSOSA, IJEBU, OGUN, STATE, NIGERIA.

This study investigates the role of content marketing in building brand equity, focusing on Rite Food Limited in Ososa Ijebu, Ogun State, Nigeria. The purpose of the research is to assess the impact of content marketing strategies on perceived brand equity and customer loyalty, aiming to provide actionable insights for enhancing Rite Food's market position and consumer engagement. Utilizing a quantitative research approach, the study employs surveys to gather data from a sample of 171 consumers who interact with Rite Food's content marketing efforts. The survey included questions designed to measure various aspects of brand equity, such as brand awareness, perceived quality, and brand loyalty, using a five-point Likert scale. The findings reveal that Rite Food's content marketing significantly enhances brand awareness and positively influences consumers' perception of the brand's quality. Consumers reported that the content marketing provided valuable and relevant information, which contributed to their association of positive qualities with the brand. Moreover, the study found a notable impact on brand loyalty, with consumers indicating a higher likelihood of choosing Rite Food over competitors due to their content marketing initiatives. These results suggest that effective content marketing strategies are crucial for building and maintaining brand equity. For Rite Food, this entails focusing on creating engaging, relevant, and valuable content that resonates with their target audience. By leveraging content marketing, Rite Food can strengthen its brand identity, foster consumer loyalty, and achieve a competitive advantage in the marketplace. Keywords: Content marketing, brand equity, brand loyalty, consumer behavior, Rite Food Limited, Nigeria Word count: 219