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MONETARY SALES PROMOTION ON INTERACTIVE MEDIA AND TELECOMMUNICATION OPERATORS’ BRAND EQUITY AMONG CIVIL SERVANTS IN WESTERN NIGERIA

Authors: Ogunwemimo Oluwafisayo , AJILORE Kolade , & ATAKITI Ifeoluwa

Publication Type: Journal article

Journal: Babcock Journal Of Mass Communication

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Abstract

Telecommunicationoperators utilize monetary sales promotion to create brand awareness, encourage brand trialand ultimately persuadesubscribersto be brandloyals in order to increase brand equity. While theseoperatorsare increasing brand equity usinginteractive media, Scholars have debatedtheeffectiveness of sales promotion usage in boostingbrand equityamong State civil servants in Lagos and Ogun states. Using survey research design, a structured questionnaire was administered to 880 respondents out of the 17,161civil servants. Findings revealed that monetary sales promotion typology significantly influenced telecommunication operators’ brand awareness (R2=0.301, p<0 R2=0.155, R2=0.171, R2=0.058,>

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Ogunwemimo,O. AJILORE,K. ATAKITI,I. . (2020). MONETARY SALES PROMOTION ON INTERACTIVE MEDIA AND TELECOMMUNICATION OPERATORS’ BRAND EQUITY AMONG CIVIL SERVANTS IN WESTERN NIGERIA, 5 (), 1-1.

Ogunwemimo,O. AJILORE,K. ATAKITI,I. . "MONETARY SALES PROMOTION ON INTERACTIVE MEDIA AND TELECOMMUNICATION OPERATORS’ BRAND EQUITY AMONG CIVIL SERVANTS IN WESTERN NIGERIA" 5, no (), (2020): 1-1.

Ogunwemimo,O. and AJILORE,K. and ATAKITI,I. and . (2020). MONETARY SALES PROMOTION ON INTERACTIVE MEDIA AND TELECOMMUNICATION OPERATORS’ BRAND EQUITY AMONG CIVIL SERVANTS IN WESTERN NIGERIA, 5 (), pp1-1.

OgunwemimoO, AJILOREK, ATAKITII, . MONETARY SALES PROMOTION ON INTERACTIVE MEDIA AND TELECOMMUNICATION OPERATORS’ BRAND EQUITY AMONG CIVIL SERVANTS IN WESTERN NIGERIA. 2020, 5 ():1-1.

Ogunwemimo,Oluwafisayo , AJILORE,Kolade , and ATAKITI,Ifeoluwa . "MONETARY SALES PROMOTION ON INTERACTIVE MEDIA AND TELECOMMUNICATION OPERATORS’ BRAND EQUITY AMONG CIVIL SERVANTS IN WESTERN NIGERIA", 5 . (2020) : 1-1.

O.Oluwafisayo A.Kolade & A.Ifeoluwa , "MONETARY SALES PROMOTION ON INTERACTIVE MEDIA AND TELECOMMUNICATION OPERATORS’ BRAND EQUITY AMONG CIVIL SERVANTS IN WESTERN NIGERIA" vol.5, no., pp. 1-1, 2020.

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