BRAND IDENTITY INITIATIVES AND CUSTOMER LOYALTY OF TELECOMMUNICATION INDUSTRY IN PORT HARCOURT
Keywords:
Brand Identity Initiatives, Customer Loyalty, Telecommunication Firms, Communication synergy and PersonificationAbstract
This study investigated Brand Identity Initiatives and Customer loyalty of Telecommunication
Industry in Port Harcourt, with the purpose of establishing if brand identity has relationship with
customer loyalty. This study adopted quasi-experimental research design. Based on the research
objectives, hypotheses were formulated and 252 copies of questionnaire were distributed.
However, 244 copies of the questionnaire were returned for analysis, using Spearman Rank
Correlation Coefficient with the aid of SPSS version 21.0. The findings revealed that brand identity
has a strong positive association with customer loyalty in telecommunication industry in Port
Harcourt. The study therefore recommended that telecommunication firms should maintain the
policy of aligning their brand position to positively reflect brand identity.
