An investigation of brand equity dimensions and customer retention: A perspective of postpaid telecom subscribers in Lagos State, Nigeria

Ladipo Patrick Kunle; Rahim Ajao Ganiyu; Peace Nkechi

doi:10.2478/ijme-2020-0029

An investigation of brand equity dimensions and customer retention: A perspective of postpaid telecom subscribers in Lagos State, Nigeria

International Journal of Management and Economics

Volume 56 (2020): Issue 4 (December 2020)

By: Ladipo Patrick Kunle, Rahim Ajao Ganiyu and Peace Nkechi

Open Access

|Dec 2020

Figures & Tables

Table 1

Correlations matrix (brand equity/dimensions and customer retention)

	Mean	SD	1	2	3	4	5	6
Brand awareness	3.52	.737	1
Perceived quality	3.49	.687	.511^**	1
Brand association	3.50	.805	.457^**	.512^**	1
Brand loyalty	3.36	.967	.224^**	.297^**	.346^**	1
Brand equity	3.52	.659	.667^**	.711^**	.746^**	.739^**	1
Customer retention	3.44	.655	.554^**	.812^**	.717^**	.603^**	.887^**	1

[i] ^*p < 0.05 ^*p < 0.01.

[ii] Correlation is significant at 0.01 levels (2-tailed).

[iii] Source: Field survey, 2018.

Table 2

Multiple regression of brand equity/dimensions and customer retention

Model Summary	R	R²	Adjusted R²	Std. error of the estimates

1	0.938	0.880	0.878	0.228
Anova	Sum of Square	Df	Mean Square	F	Sig.
Regression	137.984	4	34.496	661.016	0.000
Residual	18.891	362	0.052
Total	156.876	366

Coefficient	Unstandardized coefficient		Standardized coefficient	t	Sig.

	B	Std. Error	Beta
Constant	0.063	0.071		0.888	0.375
Brand awareness	0.068	0.020	0.077	3.502	0.001
Perceived quality	0.496	0.022	0.521	22.663	0.000
Brand Association	0.246	0.018	0.303	13.412	0.000
Brand loyalty	0.162	0.010	0.327	16.607	0.000

[i] Source: Field survey, 2018.

References

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Articles in this issue

DOI: https://doi.org/10.2478/ijme-2020-0029 | Journal eISSN: 2543-5361 (formerly 2299-9701) | Journal ISSN: 2299-9701

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Language: English

Page range: 339 - 350

Submitted on: Apr 18, 2019

Accepted on: Oct 2, 2020

Published on: Dec 4, 2020

Published by: SGH Warsaw School of Economics

In partnership with: Paradigm Publishing Services

Publication frequency: 4 issues per year

Keywords:

JEL:

J11,

M10,

M31

Related subjects:

Business and economics,

Business management,

Management accounting, financial controlling, cost calculation, investment

© 2020 Ladipo Patrick Kunle, Rahim Ajao Ganiyu, Peace Nkechi, published by SGH Warsaw School of Economics
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Volume 56 (2020): Issue 4 (December 2020)