Effect of advertisement on consumer brand preference in telecommunication industry at Abuja, Nigeria

Authors

  • John Fave Kwaji Kwagga Department of Business Administration, Faculty of Social and Management Sciences, Air Force Institute of Technology, Kaduna – Nigeria.
  • Suraj Ibrahim Department of Business Administration, Faculty of Social and Management Sciences, Air Force Institute of Technology, Kaduna – Nigeria.
  • Sulaiman Ali Tamasi Department of Business Administration, Faculty of Social and Management Sciences, Air Force Institute of Technology, Kaduna – Nigeria.

Keywords:

Advertisement, Consumer brand preferences, Electronic media, Print media

Abstract

The aim of this study is to examine the effect of advertisement on consumer brand preference of telecommunication companies in Abuja, Nigeria. The study employed survey research design and data was collected using self-administered questionnaire from 552 telecommunication customer in Kwali Area. Structural Equation Modelling (SEM) on Smart-PLS was used to analysis the data and test the hypothesis about the relationships between the variables. The findings indicated that electronic media and print media have significant positive effect on consumer brand preference in telecommunication companies in Kwali area council Abuja based on the statistical data of this study. The study recommended that customers should leverage electronic media platforms and should pay attention to print media.

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Published

2024-09-30

How to Cite

Kwagga, J. F. K., Ibrahim, S., & Tamasi , S. A. (2024). Effect of advertisement on consumer brand preference in telecommunication industry at Abuja, Nigeria. International Journal of Intellectual Discourse, 7(3). Retrieved from https://ijidjournal.org/index.php/ijid/article/view/596

Issue

Vol. 7 No. 3 (2024): September

Section

Articles