IIARD International Institute of Academic Research and Development

RESEARCH JOURNAL OF MASS COMMUNICATION AND INFORMATION TECHNOLOGY (RJMCIT )

E-ISSN 2545-529X
P-ISSN 2695-2475
VOL. 10 NO. 3 2024
DOI: https://doi.org/10.56201/rjmcit.v10.no3.2024.pg32.48

---

Branding and Subscribers’ Patronage of Airtel Nigeria in Imo State

Success Munachimso Nwanedo, Prof. Aniefiok J. Udoudo

---

Abstract

Although branding can achieve a level of attention and attraction, the relationship between Airtel branding and subscribers’ patronage behaviour is necessary for a study, considering that the company known as Airtel has transformed multiple times in its identity and management structure. The Nicosia theory and Howard-Seth Model of Buyer Behaviour formed the theoretical foundation for the study. While four research questions were formulated to guide the study, the study population of 1,134,000 subscribers of Airtel in Imo State was adopted. The researchers used the survey technique to study the entire population while data for the study were generated using the questionnaire. The data obtained from the questionnaire were analysed using the Four-Point Likert Scale formula, tabulation and explanations. The study found out that the branding strategies adopted by Airtel were effective for subscribers’ patronage in Imo State as it showed that strategies such as brand communication, promotion packages including SMS rewards, data subscription rewards, among others were effective in encouraging subscribers to patronise Airtel services and equally remain loyal to it. The study also found out that subscribers significantly recognised Airtel branding. Brand elements such as colour, slogan and logo helped subscribers to easily identify the brand. The study recommended that Airtel should maintain and improve on branding strategies for its services to continue to sustain their desired position in Imo State and the telecommunications market in Nigeria. It should rebrand its services from time to time to refresh the reality of its products and services as well as drive subscribers’ patronage.

keywords:

Branding, Airtel, Consumer Behaviour, Telecommunications

---

References:

Agbonifoh, B. A., Ogwo, O, E., Nnolim, D. A., & Nkamnebe, A. D. (2007). Marketing in
Nigeria: concepts, principles & decisions (2nd ed.). AFRI Towers.
Anderson Jr, W. T., &
Cunningham, W. H. (1972). The socially conscious consumer. Journal
of Marketing, 36(3), 23–31.

Balmer, J. M. T., & Gray, E. R. (2003). Corporate brands: What are they? What of them?
European Journal of Marketing, 37(8), 972–997.

DOWNLOAD PDF

---

Back