This study investigates brand equity dimensions and customer retention of the Nigerian telecommunications industry … multistage sampling techniques. The four dimensions of brand equity (brand awareness, brand association, perceived quality, and … brand loyalty) were found to be correlated with one another and with overall brand equity. Similarly, the four dimensions …

various factors related to the perception of value, service quality, brand trust and brand loyalty in the industry of mobile … are the key drivers of brand loyalty. However, other opinions are also presented for their different perspectives and a …