Author(s): Ladipo, P.K.A, Mordi, K.I and Iheanacho, A.O.
This study investigated brand personality and consumer product choice in the Nigerian telecommunications industry. The study employed cross-sectional research design to survey 277 subscribers on the networks of four mobile telecom operators (MTN Telecommunications Limited, AirtelP Nigeria, Glo Mobile Telecommunication and 9Mobile). The respondents were selected through convenience sampling approach. All the five dimensions of brand personality (sophistication, excitement, ruggedness, sincerity, and competence) were found to be associated with and predicted consumer product selection. Based on the findings, the study concluded that firm’s choice of brand personality should be based on tactics that can invoke positive brand association so as to enhance consumer product selection and choice decisions. The study recommended that business organizations should critically evaluate changing personality traits and identify the brand’s personality that will covey the right message to the customers through his or her personality to stimulate consumer desire and purchase for the company’s brands. This study filled a very significant gap in literature by employing a cross-sectional descriptive research design to investigate the association of brand personality with consumer product selection in the Nigerian telecommunication industry. The outcome of this study can be used as a practical marketing framework for brand managers in the telecommunication industry to build strong brand personality.