Impact of Brand Recognition on Consumer Attraction: A Study of Telecom Sector

Abstract

This research presents an empirical investigation on the contexts of brand recognition and consumer brand attraction from the perspective of the telecommunications sector. Not focusing on any specific cultural, social, or national context, a sample of 215 respondents actively using telecommunication services was developed. Questionnaires were distributed across the respondent population. The results of the research develop four essential themes in the telecom context that lead to heightened brand recognition and customer attractiveness towards telecom brands. Recognition is most dominantly affected by brand’s CSR programmes, technology-adherence, and affordability. In concurrence, customer attraction is dominantly affected by technology-adherence, affordability, and reliability.