Please use this identifier to cite or link to this item:
http://hdl.handle.net/11547/9486
Title: | BRAND EQUITY PERCEPTIONS OF TWO TELECOMMUNICATION RIVALS IN NIGERIA: MTN & GLOBALCOM |
Authors: | FABOYE, Oluwole Abiodun |
Keywords: | Purchase Intention Brand Equity Brand Awareness Brand Association Brand Loyalty |
Issue Date: | 2021 |
Publisher: | ISTANBUL AYDIN UNIVERSITY INSTITUTE OF SOCIAL SCIENCES |
Abstract: | In recent times, firms have been using the branding concept as a competitive advantage among their rivals. The awareness of brand is the willingness of consumers to identify and consider a brand. It creates a link between the buyer and the product brand. Meanwhile, numerous literatures have been conducted to portray the impact of branding strategy on the performance of the organization universally. However, this study concentrated on the telecommunication sector where the questionnaire was distributed to their customers and 420 questionnaires were filled and returned for the analytical purpose from the two selected telecommunication companies (MTN & Glo). The study found that the strategies of brand equity (brand awareness, brand loyalty, purchase intention and brand association) are similar between the two telecommunication rivals (MTN and Globacom). It was also revealed that the users of MTN are very satisfied with the services received and Globacom users are very satisfied with the network services. |
URI: | http://hdl.handle.net/11547/9486 |
Appears in Collections: | Tezler -- Thesis |
Files in This Item:
File | Description | Size | Format | |
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10401008.pdf | 1.21 MB | Adobe PDF | View/Open |
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