Abstract:
Companies have noticed that the love for a brand is an important factor
to maintain a good relationship with their consumers and improve
profits. The concept of brand and its relationship with customer loyalty
has been an issue of great concern in corporate management and
marketing literature. In this regard, this study sought to investigate the
effects of brand love on consumers’ purchasing behaviour using
Vodafone Ghana Limited as a case study. The objectives of the study
were to identify the types of telecom products offered to consumers by
Vodafone Ghana, to determine the effect of brand love on consumers’
switching intentions, the effect of consumer brand love on consumer
loyalty and whether consumers will recommend Vodafone’s products
to others. The study employed the descriptive survey approach
collecting quantitative data for analysis. Questionnaire was the main
instrument used in data collection with occasional interviews. The
population consisted of all Vodafone customers in the Ashanti Region
of Ghana out of which a sample of 100 was randomly selected. The
study found that customers used mobile telephony most than all the
services and products offered by Vodafone followed by mobile
internet. It was further found that the brand love of customers
positively influences their loyalty. The switching intentions of
customers were found to be low which was influenced by their brand
love. The willingness to recommend the brand to others was also high
due to the love of consumers for the brand. The study recommends
that, telecommunication firms must ensure their customer satisfaction
as it is a good predictor of future purchase behaviour, an indication of
behavioural loyalty of the customer. Satisfied loyal customers generate
profits because they are responsible for large percentage of sales and
are less costly to keep rather than attract new customers.
Description:
A Dissertation Presented to the Department of Management Studies Education, Faculty of
Business Education, submitted to the School of Graduate Studies, in partial fulfilment for the
award of Master’s in Business Administration (Marketing) in the University of Education,
Winneba