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Interactive Media Non-Monetary Sales Promotion Typology and Telecommunication Operators' Brand Equity Among Civil Servants in Western Nigeria

Authors: AJILORE Kolade , Ogunwemimo Oluwafisayo , Ogunwemimo Taiwo A.

Publication Type: Journal article

Journal: Esut Journal Of Management Science

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Abstract

The relationship between sales promotion and various indicators of brand equity has been well studied. However, little is known about the direction and strength of this association when an intervening variable such as interactive media is brought into the equation. The study therefore tested this association in the Nigerian Telecommunication sector where four mobile telecommunication service providers use shades of non-monetary sales promotion on media such as SMS and Facebook to jostle for respectable market share. A total of seven hundred and seventy five civil servants were surveyed in two Western states of Nigeria to determine their awareness, perceived brand quality, brand association and brand loyalty to each of the four telecommunication service marketers as a result of their non-monetary sales promotions. Results revealed that non-monetary sales promotion significantly influenced telecommunication operators brand awareness (R2 = 0.304, p<0 xss=removed xss=removed xss=removed>

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AJILORE,K. Ogunwemimo,O. Ogunwemimo,T.A . (2020). Interactive Media Non-Monetary Sales Promotion Typology and Telecommunication Operators' Brand Equity Among Civil Servants in Western Nigeria, 11 (), 3-3.

AJILORE,K. Ogunwemimo,O. Ogunwemimo,T.A . "Interactive Media Non-Monetary Sales Promotion Typology and Telecommunication Operators' Brand Equity Among Civil Servants in Western Nigeria" 11, no (), (2020): 3-3.

AJILORE,K. and Ogunwemimo,O. and Ogunwemimo,T.A and . (2020). Interactive Media Non-Monetary Sales Promotion Typology and Telecommunication Operators' Brand Equity Among Civil Servants in Western Nigeria, 11 (), pp3-3.

AJILOREK, OgunwemimoO, OgunwemimoTA, . Interactive Media Non-Monetary Sales Promotion Typology and Telecommunication Operators' Brand Equity Among Civil Servants in Western Nigeria. 2020, 11 ():3-3.

AJILORE,Kolade , Ogunwemimo,Oluwafisayo , and Ogunwemimo,Taiwo A. . "Interactive Media Non-Monetary Sales Promotion Typology and Telecommunication Operators' Brand Equity Among Civil Servants in Western Nigeria", 11 . (2020) : 3-3.

A.Kolade O.Oluwafisayo & O.Taiwo A. , "Interactive Media Non-Monetary Sales Promotion Typology and Telecommunication Operators' Brand Equity Among Civil Servants in Western Nigeria" vol.11, no., pp. 3-3, 2020.

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