Brand Management
Effective Marketing of Mobile Telecom Services Through Brand Personality: Empirical Evidence from Greece

Article Details
Pub. Date : June, 2020
Product Name : The IUP Journal of Brand Management
Product Type : Article
Product Code : IJBRM10620
Author Name Meletios I Niros, Yannis A Pollalis and Angelica I Niros
Availability : YES
Subject/Domain : Marketing
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No. of Pages : 33

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Abstract

The paper explores the relationship between brand personality and brand image in mobile telecom branded offerings. Further, it explores brand image as an antecedent of both perceived quality and consumer behavior. A survey was conducted using the “positivism” approach, in which 318 consumers participated through a face-to-face handing over. Sincerity, competence and sophistication proved to be the dominant precursors of brand image. On the other hand, brand image suggests a basic aspect of perceived quality in intangible telecom branded offerings. Moreover, customer satisfaction concerns a mediating factor impacting the relationship between perceived quality and brand attachment. Thus, perceived quality does not guarantee brand attachment, and customer satisfaction is the key to achieve that. Hence, fair pricing, low service access costs and consistent Integrated Marketing Communications (IMC) are necessary tactics to build brand attachment. The latter, along with customer inertia, lead to favorable Word-of-Mouth (WoM) communication and customer loyalty. The paper provides telecom brand managers with valuable knowhow in order to design “out-of-the-box” strategies and tactics.


Description

Personality is considered to be a key factor for an individual to build a strong relationship (Noftle and Shaver, 2006). Just as successful individuals attract and influence other persons, branded offerings should also be characterized by personality that appeals to consumers to purchase them (Aaker et al., 2004; and Pollalis and Skourtis, 2011). According to sociologists’ view “we are what we buy” (Sheth et al., 1991). In other words, sociologists suggest that products stigmatize personality and reference groups (current or preferred). From psychologists’ perspective, individual personality traits such as extroversion, neuroticism, agreeableness, conscientiousness and openness to new experience are related to emotional intelligence and social success (Noftle and Shaver, 2006).


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