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Product Branding and Consumer Loyalty in Telecommunication Industry

Author

Listed:
  • Akpoviroro Kowo Solomon

    (Department of Business Administration, Kwara State University, MaleteNigeria)

  • Amos Akinbola Olufemi

    (Department of Business Administration, Federal University of Agriculture, Abeokuta)

  • Oladipo Akinrinola Olalekan

    (Department of Accounting, Caleb University Lagos, Nigeria)

  • Adewale Adegbite Ganiu

    (Department of Marketing, Ogun State Institute of TechnologyIgbesa, Nigeria)

Abstract

Research Purpose. With fierce competition and saturated marketing in Nigeria, telecom operators must work hard to reduce cost, win new customers, and most importantly, retain the existing ones. The aim of the study was to examine the relationship between product branding and consumer loyalty in the Nigerian telecommunication industry.

Suggested Citation

  • Akpoviroro Kowo Solomon & Amos Akinbola Olufemi & Oladipo Akinrinola Olalekan & Adewale Adegbite Ganiu, 2020. "Product Branding and Consumer Loyalty in Telecommunication Industry," Economics and Culture, Sciendo, vol. 17(1), pages 94-103, June.
    • Handle: RePEc:vrs:ecocul:v:17:y:2020:i:1:p:94-103:n:9
    DOI: 10.2478/jec-2020-0009
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    References listed on IDEAS

    as
    1. Lee, Eun Mi & Park, Seong-Yeon & Rapert, Molly I. & Newman, Christopher L., 2012. "Does perceived consumer fit matter in corporate social responsibility issues?," Journal of Business Research, Elsevier, vol. 65(11), pages 1558-1564.
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    3. Lai, Fujun & Griffin, Mitch & Babin, Barry J., 2009. "How quality, value, image, and satisfaction create loyalty at a Chinese telecom," Journal of Business Research, Elsevier, vol. 62(10), pages 980-986, October.
    4. Andres Kuusik, 2007. "Affecting Customer Loyalty: Do Different Factors Have Various Influences In Different Loyalty Levels?," University of Tartu - Faculty of Economics and Business Administration Working Paper Series 58, Faculty of Economics and Business Administration, University of Tartu (Estonia).
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Product Branding; Consumer Loyalty; Choice and Patronage; Telecommunication Industry;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L96 - Industrial Organization - - Industry Studies: Transportation and Utilities - - - Telecommunications

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