Brand Image of Mobile Phones and Customer Patronage in Uyo, Akwa Ibom State, Nigeria
Published: 2023
Author(s) Name: Kanu, Martins Ikechukwu, Udoh, Ini Smart, Joseph, Uduak Emmanuel |
Author(s) Affiliation: Department of Marketing, University of Uyo, Uyo.
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Abstract
The researcher set out to examine the level of association that exists between brand image proxies like brand experience, brand
recognition and brand awareness of mobile phones and customer patronage in Uyo, Akwa Ibom State. The survey research design
approach was adopted in the study, and primary data were collected with the use of a questionnaire. Related literature aimed
at enriching the conceptual framework was reviewed. A sample of 400 respondents, who were customers met at mobile phone
stores and outlets in Uyo, made up the sample frame for this study. The collected data were further analysed using Pearson’s
Product Moment Correlation Analysis at a 0.05 level of significance. Findings showed that the three independent variables were
significantly associated with customers’ patronage of mobile phones. It was recommended, among others, that brand influencers
should emphasise the quality features of mobile phones when promoting the brand, as customers will easily recognise the benefits
attributed to the product when patronising the brand.
Keywords: Brand, Experience, Patronage, Mobile Phones, Recognition, Awareness, Brand Image
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