CHUKU Ihuoma Blessing1, OPARA Bright C. 2, OGAN Henrietta I. 3
1, 2, 3Department of Marketing, Faculty of Administration and Management,
Rivers State University Nkpolu-Oroworukwo, Port Harcourt,
Rivers State
Corresponding email: ihuoma.chuku124@gmail.com
Abstract
This study investigated the relationship between brand personality and market competitiveness. The study adopted a correlational research design. Brand personality is the predictor variable, while market competitiveness which was proxied by cost advantage, responsiveness and service quality was the criterion variable. The population of the study consisted 4 major mobile telecommunication companies. The study sample was the same as the population. The study administered 8 copies of structured questionnaire to top management staff of each of mobile telecommunication companies. Pearson’s Product Moment Correlation (PPMC) was used to test hypotheses relying of Statistical Packages for Social Sciences (SPSS) Version 23.0. The study found the existence of significant relationship between brand personality and market competitiveness of mobile telecommunication in Rivers State. The study therefore concluded that brand personality significantly relates to market competitiveness (cost advantage, responsiveness and service quality) of mobile telecommunication in Rivers State; and recommends that managers of mobile telecommunication companies in Rivers State should capitalize on brand personality such as brand sincerity and brand ruggedness in their pursuit of market competitiveness.
Keywords: Brand personality, market competitiveness, cost advantage, responsiveness, service quality.