Understanding consumer behavior in media advertising enables companies to effectively direct marketing activities toward the target market. Today, companies are expected to continually communicate with current and potential customers. Although online advertising methods are a relatively new...

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...