期刊名称：Researchers World - Journal of Arts Science & Commerce
印刷版ISSN：2229-4686
电子版ISSN：2229-4686
出版年度：2018
卷号：9
期号：2
页码：22-33
DOI：10.18843/rwjasc/v9i2/04
出版社：Educational Research Multimedia & Publication
摘要：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.
