Controlled, Uncontrolled Communication, Brand Name and Brand Attitude: A Relational Study on Cellular Telecom Sector of Bangladesh

Jubayer Ahmed and Md. Abdur Rouf
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Jubayer Ahmed: Lecturer, Department of Business Administration, City University, BANGLADESH
Md. Abdur Rouf: Assistant Professor, Department of Business Administration, City University, BANGLADESH

American Journal of Trade and Policy, 2014, vol. 1, issue 3, 103-110

Abstract: The study's main objectives are to examine the impact of variables like controlled communications, uncontrolled communications, and brand name on brand attitude in the context of Grameen Phone Telecom. A systematic sampling method was adopted to collect data from the respondents. 100 questionnaires were distributed, and 93 completed (usable) questionnaires were considered for statistical analyses and research hypotheses testing. The researcher used statistical techniques like mean, standard deviation, correlation, and regression analysis. The regression analysis results show that controlled communication and brand name are statistically and significantly associated with brand attitude. These results provided full support to research hypotheses 2 and 3. Uncontrolled transmission failed to enter into the regression table, which indicates that unbridled communication is not statistically and significantly associated with brand attitude. The results of regression analysis provided no support for research hypothesis-1.

Keywords: Communication; Brand Name; Brand Attitude; Grameen Phone (search for similar items in EconPapers)
JEL-codes: L96 (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:ris:ajotap:0118

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