GEORGE Crystabel Benibo
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
crystabel.george@rsu.edu.ng
WALI Andy Fred
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
wali.andy@ust.edu.ng
Abstract
This study investigated the relationship between brand campaign and marketing success of mobile telecommunication firms in south-south Nigeria. The specific objectives of the study were to assess the role of brand campaign in the outcome of marketing success in terms of customer retention, brand awareness and customer acquisition. The study employed a descriptive research design and adopted a quantitative methodology which supports the positivist philosophy. Data were generated from 20 management staff from 4 Global Systems for Mobile (GSM) telecommunication companies in South-South Nigeria, using structured questionnaire. The reliability of the instrument was ascertained using Cronbach alpha test with all coefficients observed to be substantial (where α > 0.70). The test of hypotheses was carried out using the t-statistic of Structural Equation Modelling (SEM). The study found that brand campaign significantly contribute to marketing success through customer retention, brand awareness and customer acquisition. Thus, this study concludes that brand campaign has significantly positive relationship with marketing success; and recommends that management of telecommunication firms (GSM service providers) that seek improved marketing success (customer retention, brand awareness and customer acquisition) should reinforce brand campaigns that resonate with their audiences.
Keywords: Brand awareness, brand campaign, customer acquisition, customer retention, marketing success.