INTERACTIVE MEDIA SALES PROMOTION TYPOLOGIES AND TELECOMMUNICATION OPERATORS’ BRAND EQUITY AMONG CIVIL SERVANTS IN LAGOS AND OGUN STATES, NIGERIA
ABSTRACT Nigerian telecommunication industry has evolved into a competitive sphere as operators endeavour to entreat and win customers through monetary and non-monetary sales promotion typologies. Telecommunication operators utilise sales promotion to create brand awareness, encourage brand trial and ultimately persuade subscribers to be brand loyals in order to increase brand equity. While telecommunication operators are increasing brand equity on interactive media, the appropriate sales promotion typology to be adopted ...
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