Brand Equity and Consumer Purchase Intention in the Nigerian Telecommunication Industry: A Study of Network Subscribers in Awka

Brand equity has become an increasingly critical strategic asset in Nigeria's highly competitive telecommunications industry, where network providers compete intensely for subscriber loyalty across price-sensitive consumer segments. This study investigates the relationship between brand equity and consumer purchase intention among telecommunications subscribers in Awka, Anambra State. The study is anchored on Keller's Customer-Based Brand Equity (CBBE) Model, which conceptualises brand equity through four building blocks: brand salience, brand performance, brand imagery, and brand resonance. A quantitative survey research design was adopted. The study population comprised mobile network subscribers residing in Awka metropolis, estimated at approximately 180,000 active users. A sample of 385 respondents was selected using systematic random sampling from major commercial areas. Primary data were collected using a structured questionnaire and analysed with structural equation modelling (SEM) and multiple regression techniques. Findings reveal that brand loyalty, perceived quality, and brand association are the equity dimensions most powerfully predicting purchase intention and willingness to pay premium tariffs. The study further establishes that advertising expenditure and consistent brand communication significantly strengthen brand equity components across demographic segments. It is concluded that telecommunications firms operating in Awka that invest in customer-centred brand building strategies achieve superior subscriber retention and reduced churn rates. The study recommends that network providers intensify community-based brand engagement activities and invest in superior service quality as the most credible long-term brand equity builder.

Keywords: Brand equity, purchase intention, telecommunications, CBBE model, Awka