Purpose – This study explores the factors of telecom branding in Pakistan. Design/methodology/approach – Survey methodology was used to collect the data and a total of 238 mobile phone users were interviewed for their telecom brand preferences. Findings – Exploratory factor analyses and...

Purpose - This study was aimed to find out factors affecting customer's preferences to buy cellular phone for local versus international brands. The increasing use of mobile phones and existence of several cell phone brands with number of features enhances the researcher to study the factors...

Every day we are watching enumerable advertisements in different media whether in television or newspaper. Watching advertisements became the part of our lifestyle to select any categories of product or any type of brand. In this regard advertisements played a vital role to inform, persuade and...