Brand Image and Customer Purchase Intention in Nigeria’s Telecommunications Sector

Abstract

This study examines the effect of brand image on consumer purchase intentions in the Nigerian telecommunication sector. A survey was administered to a sample of 1,000 individuals in Katsina State, Nigeria revealing their level of familiarity and knowledge of the leading telecommunication brands in the country. The survey data was analyzed using structural equation modelling to examine the effect of brand image on consumer purchase intentions in Nigerian telecommunication sector. Results showed that brand image had a positive and significant effect on consumer purchase intentions in Nigerian telecommunication sector. The findings of this study provide valuable insights into consumer behaviour and could assist marketers in developing efficient strategies to improve consumers’ purchase intentions for their brand. Implications of the findings and future research directions were discussed.