| Abstract: |
Purpose – This study explores the factors of telecom branding in Pakistan.
Design/methodology/approach – Survey methodology was used to collect the data
and a total of 238 mobile phone users were interviewed for their telecom brand
preferences. Findings – Exploratory factor analyses and cross tabulations were
used to measure the results, four major antecedents were extracted, Brand
Association, Brand Premium, Brand Communication and Brand Loyalty. Cross tabs
show wider differences in male and female customers for their perceptions
towards bases of telecom branding. Secondly, three factors were identified as
shaping the telecom branding i.e. Network coverage, Value added services and
Pricing strategies while in subsequent quests value added services were
emerged as major factor for retaining consumer mindset for telecom branding.
Research limitations/implications – A few strengths of social research; the
universal use of self-reporting questionnaires, and use of students in the
research process, which make the process robust and economically feasible, are
actually highly criticized in different nonacademic quarters. Practical
implications – The findings point to various implications for practicing
managers especially those who are responsible for segmentation, targeting and
positioning their services. Originality/value – Although there are many
studies on brand preferences; research on telecom brand antecedents is very
limited. This research adds significant value by dissemination of knowledge on
the subject area. |