An Assessment of Consumer Perception of the Brand Personality of Globacom, Nigeria
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Internext |
Texto Completo: | https://internext.espm.br/internext/article/view/574 |
Resumo: | Objective: (i) to adapt Aaker’s (1997) scale to measure brand personality in the Nigerian telecommunications market using the methodology identified by Avis (2012) to be the most stable in literature; (ii) to identify the traits that could be used in marketing communication in the telecommunications industry; (iii) to reveal the brand personality factors of the telecommunications industry.Method: The study used a mixed design and survey method to sample 700 consumers of the Nigerian telecommunications industry. Data was collected using a questionnaire and analyzed using inferential statistics.Main Results: Aaker’s (1997) scale was adapted to measure the brand personality in the Nigerian telecommunications industry and it measured six factors, namely, Sincere, Rugged, Sophistication, Competence, Innovative and Excitement..Relevance/originality: The study provides local empirical evidence of the brand personality factors of the Nigerian telecommunication industry. The scale will be relevant in measuring the brand personality of other brands within the industry.Theoretical/Methodological contributions: The study supported the use of Aaker’s (1997) methodology in developing brand personality scales. The findings were consistent with terminology that could be used to describe brands in the industry.Social Contributions/For management: Managers of Nigerian telecommunication industry brands can make use of the traits identified in marketing communication in order to better present their brands. |
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An Assessment of Consumer Perception of the Brand Personality of Globacom, NigeriaBrand personalityTelecommunications industryExploratory factor analysisConfirmatory factor analysisNigeriaObjective: (i) to adapt Aaker’s (1997) scale to measure brand personality in the Nigerian telecommunications market using the methodology identified by Avis (2012) to be the most stable in literature; (ii) to identify the traits that could be used in marketing communication in the telecommunications industry; (iii) to reveal the brand personality factors of the telecommunications industry.Method: The study used a mixed design and survey method to sample 700 consumers of the Nigerian telecommunications industry. Data was collected using a questionnaire and analyzed using inferential statistics.Main Results: Aaker’s (1997) scale was adapted to measure the brand personality in the Nigerian telecommunications industry and it measured six factors, namely, Sincere, Rugged, Sophistication, Competence, Innovative and Excitement..Relevance/originality: The study provides local empirical evidence of the brand personality factors of the Nigerian telecommunication industry. The scale will be relevant in measuring the brand personality of other brands within the industry.Theoretical/Methodological contributions: The study supported the use of Aaker’s (1997) methodology in developing brand personality scales. The findings were consistent with terminology that could be used to describe brands in the industry.Social Contributions/For management: Managers of Nigerian telecommunication industry brands can make use of the traits identified in marketing communication in order to better present their brands.Escola Superior de Propaganda e Marketing - ESPM2020-08-03info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionEmpirical Researchapplication/pdfhttps://internext.espm.br/internext/article/view/57410.18568/internext.v15i3.574Internext - International Business and Management Review ; Vol. 15 No. 3 (2020): Setembro - Dezembro; 128-140Internext; v. 15 n. 3 (2020): Setembro - Dezembro; 128-1401980-4865reponame:Internextinstname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMenghttps://internext.espm.br/internext/article/view/574/pdfCopyright (c) 2020 Internextinfo:eu-repo/semantics/openAccessAjeyalemi, Oladipupo FolorunshoDixon-Ogbechie, Bolajoko Nkemdillim2023-06-06T20:51:10Zoai:ojs.emnuvens.com.br:article/574Revistahttps://internext.espm.br/internextPRIhttps://internext.espm.br/internext/oaiinternext@espm.br1980-48651980-4865opendoar:2023-06-06T20:51:10Internext - Escola Superior de Propaganda e Marketing (ESPM)false |
dc.title.none.fl_str_mv |
An Assessment of Consumer Perception of the Brand Personality of Globacom, Nigeria |
title |
An Assessment of Consumer Perception of the Brand Personality of Globacom, Nigeria |
spellingShingle |
An Assessment of Consumer Perception of the Brand Personality of Globacom, Nigeria Ajeyalemi, Oladipupo Folorunsho Brand personality Telecommunications industry Exploratory factor analysis Confirmatory factor analysis Nigeria |
title_short |
An Assessment of Consumer Perception of the Brand Personality of Globacom, Nigeria |
title_full |
An Assessment of Consumer Perception of the Brand Personality of Globacom, Nigeria |
title_fullStr |
An Assessment of Consumer Perception of the Brand Personality of Globacom, Nigeria |
title_full_unstemmed |
An Assessment of Consumer Perception of the Brand Personality of Globacom, Nigeria |
title_sort |
An Assessment of Consumer Perception of the Brand Personality of Globacom, Nigeria |
author |
Ajeyalemi, Oladipupo Folorunsho |
author_facet |
Ajeyalemi, Oladipupo Folorunsho Dixon-Ogbechie, Bolajoko Nkemdillim |
author_role |
author |
author2 |
Dixon-Ogbechie, Bolajoko Nkemdillim |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Ajeyalemi, Oladipupo Folorunsho Dixon-Ogbechie, Bolajoko Nkemdillim |
dc.subject.por.fl_str_mv |
Brand personality Telecommunications industry Exploratory factor analysis Confirmatory factor analysis Nigeria |
topic |
Brand personality Telecommunications industry Exploratory factor analysis Confirmatory factor analysis Nigeria |
description |
Objective: (i) to adapt Aaker’s (1997) scale to measure brand personality in the Nigerian telecommunications market using the methodology identified by Avis (2012) to be the most stable in literature; (ii) to identify the traits that could be used in marketing communication in the telecommunications industry; (iii) to reveal the brand personality factors of the telecommunications industry.Method: The study used a mixed design and survey method to sample 700 consumers of the Nigerian telecommunications industry. Data was collected using a questionnaire and analyzed using inferential statistics.Main Results: Aaker’s (1997) scale was adapted to measure the brand personality in the Nigerian telecommunications industry and it measured six factors, namely, Sincere, Rugged, Sophistication, Competence, Innovative and Excitement..Relevance/originality: The study provides local empirical evidence of the brand personality factors of the Nigerian telecommunication industry. The scale will be relevant in measuring the brand personality of other brands within the industry.Theoretical/Methodological contributions: The study supported the use of Aaker’s (1997) methodology in developing brand personality scales. The findings were consistent with terminology that could be used to describe brands in the industry.Social Contributions/For management: Managers of Nigerian telecommunication industry brands can make use of the traits identified in marketing communication in order to better present their brands. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-08-03 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Empirical Research |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://internext.espm.br/internext/article/view/574 10.18568/internext.v15i3.574 |
url |
https://internext.espm.br/internext/article/view/574 |
identifier_str_mv |
10.18568/internext.v15i3.574 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://internext.espm.br/internext/article/view/574/pdf |
dc.rights.driver.fl_str_mv |
Copyright (c) 2020 Internext info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2020 Internext |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Escola Superior de Propaganda e Marketing - ESPM |
publisher.none.fl_str_mv |
Escola Superior de Propaganda e Marketing - ESPM |
dc.source.none.fl_str_mv |
Internext - International Business and Management Review ; Vol. 15 No. 3 (2020): Setembro - Dezembro; 128-140 Internext; v. 15 n. 3 (2020): Setembro - Dezembro; 128-140 1980-4865 reponame:Internext instname:Escola Superior de Propaganda e Marketing (ESPM) instacron:ESPM |
instname_str |
Escola Superior de Propaganda e Marketing (ESPM) |
instacron_str |
ESPM |
institution |
ESPM |
reponame_str |
Internext |
collection |
Internext |
repository.name.fl_str_mv |
Internext - Escola Superior de Propaganda e Marketing (ESPM) |
repository.mail.fl_str_mv |
internext@espm.br |
_version_ |
1793890310126829568 |