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.
Report a problem with this project
More from Marketing
- Assessment of Marketing Laboratory Facilities in Polytechnics in Oyo State
- Effect of Product Packaging Assignments on ND Students' Creativity in Ogun State
- Challenges of Market Survey Project Work at ND Level in Lagos State
- Influence of availability of workshop facilities on ND Students' Interest in E-Commerce in Kebbi State
- Assessment of Advertising Practical Knowledge among ND Marketing Students in Kaduna State
Too time-strapped to build it yourself?
Our team writes final-year projects and builds software on request — source, materials and support included. Get a quote.