Keyword : Non-monetary sales promotion, Brand Equity, Telecommunication Operators,
Author(s) : Ajilore, Kolade, Ogunwemimo, Oluwafisayo O. & Ogunwemimo, Taiwo A.
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 associationwhen 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<0.05), perceived brand quality (R2 = 0.218, p<0.05), brand association (R2 = 0.237, p<0.05) and brand loyalty (R2 = 0.163, p<0.05). The study demonstrates that non-monetary sales promotion executed on interactive media is effective in building and maintaining brand equity.
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