Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/194565 
Year of Publication: 
2015
Citation: 
[Journal:] Academic Journal of Research in Economics and Management [ISSN:] 2311-326X [Volume:] 3 [Issue:] 3 [Publisher:] Zainab Arabian Research Society For Multidisciplinary Issues [Place:] Dubai [Year:] 2015 [Pages:] 61-66
Publisher: 
Zainab Arabian Research Society For Multidisciplinary Issues, Dubai
Abstract: 
Purpose - This study explores the factors of telecom branding in Pakistan. Design/methodology/approach - Survey methodology was used to collect the data and a total of 238 mobile phone users were interviewed for their telecom brand preferences. Findings - Exploratory factor analyses and cross tabulations were used to measure the results, four major antecedents were extracted, Brand Association, Brand Premium, Brand Communication and Brand Loyalty. Cross tabs show wider differences in male and female customers for their perceptions towards bases of telecom branding. Secondly, three factors were identified as shaping the telecom branding i.e. Network coverage, Value added services and Pricing strategies while in subsequent quests value added services were emerged as major factor for retaining consumer mindset for telecom branding. Research limitations/implications - A few strengths of social research; the universal use of self-reporting questionnaires, and use of students in the research process, which make the process robust and economically feasible, are actually highly criticized in different nonacademic quarters. Practical implications - The findings point to various implications for practicing managers especially those who are responsible for segmentation, targeting and positioning their services. Originality/value - Although there are many studies on brand preferences; research on telecom brand antecedents is very limited. This research adds significant value by dissemination of knowledge on the subject area.
Subjects: 
Telecom
Mobile Phone
Services
Branding
Marketing
Pakistan
Document Type: 
Article
Document Version: 
Published Version
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