Effect of Brand Management on the Corporate Performance of Telecommunication Firms in South East Nigeria

The study examined the effect of Brand Management on the Corporate Performance of Telecommunication Firms in South East Nigeria. Specifically, the study sought to determine the effect of brand equity on customer relationship servicing, and examine the effect of brand recognition on customer patronage of the Telecommunication Firms in southeast Nigeria. A descriptive survey design was utilized for the study. Primary data was adopted for the study. The data was obtained through a well-structured questionnaire. The population of the study comprised all the employees of MTN Nigeria, Airtel Nigeria, GLO Nigeria, and 9Mobile Nigeria. The data were analyzed using Statistical Package for Social Sciences (SPSS) version 16.0 used to aid in coding, entry, and analysis of quantitative data obtained from the closed-ended questions. First, to confirm the significance of the correlation between variables, Pearson correlation analysis was performed. The study used multivariate regression analysis to establish a relationship between the independent variables and the dependent variable by use of regression analysis. Regression relationships among the variables of this study were investigated by standardized coefficients and provided significance levels in SPSS software, by which the hypothesis is rejected or accepted. ANOVA was used to study. The study revealed that at a 5% level of significance, brand equity has a significant positive effect on customer relationship servicing of telecommunication firms in Nigeria, with a probability value (p<0.05)., and brand recognition has a significant positive effect on customer patronage of telecommunication firms in Nigeria, with a probability value (p<0.001)., The research concludes that brand management significantly influences the corporate performance of telecommunication firms in South East Nigeria. It provides valuable insights for telecommunication companies seeking to enhance their brand management practices and, subsequently, their overall performance in the highly competitive market. We recommended, among others, that telecommunication firms in South East Nigeria prioritize and invest in effective brand management strategies