Product Branding and Consumer Loyalty in Telecommunication Industry

Abstract

Research Purpose. With fierce competition and saturated marketing in Nigeria, telecom operators must work hard to reduce cost, win new customers, and most importantly, retain the existing ones. The aim of the study was to examine the relationship between product branding and consumer loyalty in the Nigerian telecommunication industry.

Keywords

• product branding
• consumer loyalty
• choice and patronage
• telecommunication industry
• m31
• l96