Impact of Brand Equity on Consumer Loyalty in the Telecommunications Industry

Marketing — 2025, Undergraduate

This study examined the impact of brand equity on consumer loyalty in the Nigerian telecommunications industry. A survey was conducted with subscribers of major network providers using a structured questionnaire. Data were analysed using descriptive statistics and regression analysis. The findings revealed that brand awareness, perceived quality, and brand associations significantly influenced subscriber loyalty and advocacy, while price promotions alone were insufficient to sustain loyalty. The study found that network quality remained a decisive driver of satisfaction. It recommends strengthening service quality, consistent brand communication, and loyalty-building programmes.

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