Branding as a Tool for Increasing Customer Loyalty in the Telecommunication Industry in Nigeria

This study unraveled the influence of branding on customer loyalty in the telecommunication industry in Nigeria. The survey research design was adopted using the cross-sectional survey approach. Data were generated by the use of a structured questionnaire from 400 respondents drawn from the customers of the four major telecommunication firms (MTN, GLOBACOM, AIRTEL, 9MOBILE) in Imo State. The study revealed, among others, that all the five constructs (brand identity, brand personality, brand image, brand benefits and brand satisfaction) statistically and significantly predicted customer loyalty. Based on this finding, the study recommends among others that telecommunication firms should be quality conscious so at to enhance customers' perception of their brands, thereby improving customer loyalty. Keywords: Brand identity; Brand personality, Brand image; Brand benefits; Brand satisfaction; Customer loyalty DOI: 10.7176/EJBM/16-3-13 Publication date: April 30 th 2024