MONETARY SALES PROMOTION ON INTERACTIVE MEDIA AND TELECOMMUNICATION OPERATORS’ BRAND EQUITY AMONG CIVIL SERVANTS IN WESTERN NIGERIA

Ogunwemimo, Oluwafisayo O. (PhD), Prof. Ajilore, Kolade (PhD), Atakiti Ifeoluwa O. (PhD), Veronica Adeleke School of Social Sciences, Babcock University, Ilisan Remo, Ogun State

BY

Ogunwemimo, Oluwafisayo O. (PhD)
(Corresponding Author)
Veronica Adeleke School of Social Sciences, Babcock University, Ilisan Remo, Ogun State
+2348124587825        |    ogunwemimof@babcock.edu.ng

Prof. Ajilore, Kolade (PhD)
Veronica Adeleke School of Social Sciences, Babcock University, Ilisan Remo, Ogun State

Atakiti Ifeoluwa O. (PhD)
Veronica Adeleke School of Social Sciences, Babcock University, Ilisan Remo, Ogun State

Abstract

Telecommunication operators utilize monetary sales promotion to create brand awareness, encourage brand trial and ultimately persuade subscribers to be brand loyals in order to increase brand equity. While these operators are increasing brand equity using interactive media, Scholars have debated the effectiveness of sales promotion usage in boosting brand equity among State civil servants in Lagos and Ogun states. Using survey research design, a structured questionnaire was administered to 880 respondents out of the 17,161 civil servants. Findings revealed that monetary sales promotion typology significantly influenced telecommunication operators’ brand awareness (R2=0.301, p<0.05), perceived brand quality (R2=0.155, p<0.05), brand association (R2=0.171, p<0.05) and brand loyalty (R2=0.058, p<0.05). The study concluded that monetary sales promotion has significantly contributed to the growth of telecommunication operators’ brand equity. Therefore, other brand may incorporate monetary sales promotion into their brand equity building.

Keywords: Monetary Sales Promotion, Brand Equity, Telecommunication Operators, Interactive Media

Word Count: 137