COMPARISON OF CONSUMER EVALUATION OF THE BRANDING STRATEGIES USED BY MOBILE NETWORK OPERATORS

Abstract

The present study explores the consumers’ preferences in comparison and evaluations of branding strategies of four mobile network operators’ .i.e. Telenor, Zong, Mobilink and Ufone. A standardized measure of Brand Strategy Evaluation Scale (BSES) was used for consumer evaluation perspectives and data was collected from 200 participants (108 males and 92 females, between ages 17 to 41) in Lahore, Pakistan. The convenience sampling technique was used by employing cross sectional research design. The obtained results show that consumers most positively rated Ufone network operators, with its competitive features and advertising strategy. The Telenor is only contender competing Ufone in offers and services and facilities with money matter. The present contributes to the literature of branding strategies of mobile network operators and discusses the managerial implications. Limitations and future recommendations are also provided.