International Journal of Management and Fuzzy Systems

Volume 2, Issue 3, June 2016

  • An Investigation into the Determination of Brand Personality for a Telecommunications Company as Perceived by the Voice Services Customers: A Case Study of Powertel Communications

    Bongani Ngwenya, Admire R. Nyagura

    Issue: Volume 2, Issue 3, June 2016
    Pages: 22-30
    Received: 31 August 2016
    Accepted: 20 October 2016
    Published: 12 December 2016
    DOI: 10.11648/j.ijmfs.20160203.11
    Abstract: This research empirically measured the brand personality for Powertel Communications by using the five-dimension Brand Personality Scale developed by Aaker as a framework. Results of this investigation were obtained through an online questionnaire directed to Powertel customers whose response yielded 166 responses from a population of 264 customers... Show More