THE INFLUENCE OF CORPORATE BRANDING ON CONSUMER PURCHASE PREFEENCE IN THE NIGERIA MOBILE COMMUNICATION INDUSTRY

Abstract

This study looks at how corporate branding affects subscriber loyalty and retention in the Nigerian mobile communication sector. A survey of 100 mobile subscribers conveniently selected from five local government area of Bayelsa state were the object of this study. A five point likert scale type questionnaire was used to appeal for relevant evidence to achieve the objectives of this study. The findings of the study reveals the corporate branding do influence mobile subscribers retention and loyalty in the Nigeria mobile communication industry.