The Effect of Multiple Rebranding on Customer Loyalty in Nigerian Mobile Telephony
Bibliographic record
Abstract
Econet Wireless, a Nigerian mobile telephone network rebranded five times within the space of eight years to become what it is today, Airtel Nigeria. This research sought to know the impact of multiple rebranding on the loyalty of the network’s subscribers and the general attitude of the Nigerian towards branding in the telephony business. A survey was carried out on subscriber attitude towards Airtel as a result of the multiple rebranding through which it emerged. Questionnaires were distributed based on cluster sampling. Pearson Chi-Square was used to test the validity of the final results (cross tabulations) on a value of 0.05 and above. This research confirms communication as the vehicle for transferring brand equity; shows that multiple rebranding does not significantly affect attitude towards telecommunications brands; and that Nigerians do not really care about branding in telecommunications and/or the telecommunications companies are not doing a good job of branding. This study focuses on only a segment of the global satellite mobile (gsm) market – students of a higher institution. The perspective of the students may not be representative of the whole global satellite mobile (gsm) market in Lagos. It is also limited to the telephony market in Nigeria, an emerging market. This is an original work in the sense that there is no literature anywhere on the phenomenon of multiple rebranding, let alone its effect on customer loyalty.
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How this classification was reachedexpand
Full frame distilled prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. Learned from the 10,348 direct Codex labels and 10,348 direct Gemma labels. Candidate is the union of thresholded teacher heads; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels or direct frontier model labels.
Codex and Gemma teacher scores by category
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.009 | 0.032 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.000 | 0.000 |
| Science and technology studies | 0.000 | 0.000 |
| Scholarly communication | 0.000 | 0.000 |
| Open science | 0.000 | 0.000 |
| Research integrity | 0.000 | 0.000 |
| Insufficient payload (model declined to judge) | 0.000 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one teacher head, not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".