CONSUMER ATTITUDES TOWARDS

This study explored consumer attitudes toward the brand reputations of Small and Medium Enterprises (SMEs) in Oredo Local Government Area, Benin City. This research aimed to identify the key factors influencing consumer perceptions, assess the impact of brand reputation on trust and loyalty, and examine the roles of social media and word-of-mouth in shaping attitudes toward SMEs. To guide this investigation, the study is rooted in the theories of “Brand Equity Theory " and " Theory of Planned Behaviour.” Using a structured questionnaire distributed to 200 respondents, quantitative data were collected and analyzed using frequency distribution and descriptive statistics. The findings revealed that factors such as product and service quality, customer service, and brand consistency significantly influence how consumers perceive SME brands. The results also show that a strong brand reputation enhances consumer trust, fosters loyalty, and positively influences purchasing decisions. Social media engagement and word-of-mouth were found to be powerful tools in shaping public perception, often amplifying both positive and negative brand experiences. The study concludes that SMEs in Oredo LGA must invest strategically in building and maintaining a reputable brand image through quality delivery, customer engagement, and digital presence. Therefore, it is recommended that conducting regular brand perception surveys can help SMEs understand how they are viewed by consumers thus feedback should inform strategy and identify areas for improvement.