Advertising And Consumer Brand Preference In Telecommunication Service (mtn)

ABSTRACTThis study was motivated by a desire to examine the impact of advertising on consumer brand preference in telecommunication service (MTN). Empirical evidence shows that advertisements are the back bone for this industry, they act as a glue to retain their customers and target potential customers. However, it is not clear how many customers encounter these advertisements, the medium and message of advertisement that influence their brand preference towards the MTN brand. The survey research design was used, the primary data was collected through the use of a questionnaire in addition to…