Effective marketing of mobile telecom services through brand personality: Empirical evidence from Greece

Meletios Niros (melniros@webmail.unipi.gr), Yannis Pollalis and Angelica Niros

MPRA Paper from University Library of Munich, Germany

Abstract: The purpose of this research is to explore any relationship between brand personality and brand image in mobile telecom branded offerings. Furthermore, this paper explores brand image as an antecedent of both perceived quality and consumer behavior. A survey conducted using a “positivism” approach, in which 318 consumers participated through a face to face handing over. Sincerity, competence and sophistication proved to be 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 IMC are necessary tactics to build brand attachment. The latter, along with customer inertia lead to favorable WoM and customer loyalty. This project provides telecom brand managers with valuable know-how in order to design “out of the box” strategies and tactics.

Keywords: Marketing & Advertising; Marketing; Consumer Behaviour; brand (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2017-01-30
New Economics Papers: this item is included in nep-ipr, nep-mkt, nep-pay and nep-reg
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