Product Branding and Consumer Loyalty in Telecommunication Industry

Product Branding and Consumer Loyalty in Telecommunication Industry

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...

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Bibliographic Details
Main Authors: Akpoviroro Kowo Solomon, Amos Akinbola Olufemi, Oladipo Akinrinola Olalekan, Adewale Adegbite Ganiu
Format: Article
Language:English
Published: Sciendo 2020-06-01
Series:Economics and Culture
Subjects:
product branding
consumer loyalty
choice and patronage
telecommunication industry
m31
l96
Online Access:https://doi.org/10.2478/jec-2020-0009

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