An Investigation into the Determination of Brand Personality for a Telecommunications Company as Perceived by the Voice Services Customers: A Case Study of Powertel Communications

Bongani Ngwenya; Admire R. Nyagura

doi:doi:10.11648/j.ijmfs.20160203.11

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An Investigation into the Determination of Brand Personality for a Telecommunications Company as Perceived by the Voice Services Customers: A Case Study of Powertel Communications

Bongani Ngwenya, Admire R. Nyagura

Received: 31 August 2016 Accepted: 20 October 2016 Published: 12 December 2016

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Abstract

This research empirically measured the brand personality for Powertel Communications by using the five-dimension Brand Personality Scale developed by Aaker as a framework. Results of this investigation were obtained through an online questionnaire directed to Powertel customers whose response yielded 166 responses from a population of 264 customers. Reliability analysis using Cronbach alpha coefficient of the measurement model and the structural model provided evidence that the ‘sincerity’ dimension proposed by Aaker was not reliable. The reliability and validity test of the questionnaire resulted in the omission of the “sincerity” dimension. The T-Test showed respondent’s ideas about the personality of Powertel and they believed Powertel’s personality dimensions are: “excitement”, “competence” and “sophistication”. The respondents however, were not agreeing on the “rugged” dimension which showed that Powertel is not a rugged brand. The personality dimension “competence” was the most dominant personality amongst the customers followed by “excitement”. Some demographic effects on the personality perceptions were also analysed and found to be significant across all the dimensions except the rugged dimension. Finally, the hypothesis about the correlation between the customer traits and the customers’ perception on the brand personality for Powertel was tested and the results showed that there was significant correlation to justify Aaker’s model. The study makes the following recommendations: that Powertel envisages the philosophy of brand personality by modelling advertisements, marketing actions and price in a way that is congruent with the personalities of its target customers; that Powertel focusses more on innovations, value added services and promotions of its product portfolio. This is mainly because its customers largely perceive the company as competent and exciting as a result innovations and value added services will enhance the “competence” attribute whilst promotion will enhance the “exciting” attribute thus further strengthening the company’s competitive advantage, and finally, that Powertel reposition itself in a personality which distinctively differentiate itself from other competitors. The basis for differentiation need may come from the fact that at least 30% of the customers according to the research regard Powertel services as similar to competitors and at least 50% of the customers who are particular about branded products consider quality when making purchase decisions.

DOI	10.11648/j.ijmfs.20160203.11
Published in	International Journal of Management and Fuzzy Systems (Volume 2, Issue 3, June 2016)
Page(s)	22-30
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2024. Published by Science Publishing Group

Keywords

Brand Personality, Excitement, Competence, Sophistication, Competitive Advantage

References

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Bongani Ngwenya, Admire R. Nyagura. (2016). An Investigation into the Determination of Brand Personality for a Telecommunications Company as Perceived by the Voice Services Customers: A Case Study of Powertel Communications. International Journal of Management and Fuzzy Systems, 2(3), 22-30. https://doi.org/10.11648/j.ijmfs.20160203.11

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ACS Style

Bongani Ngwenya; Admire R. Nyagura. An Investigation into the Determination of Brand Personality for a Telecommunications Company as Perceived by the Voice Services Customers: A Case Study of Powertel Communications. Int. J. Manag. Fuzzy Syst. 2016, 2(3), 22-30. doi: 10.11648/j.ijmfs.20160203.11

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Bongani Ngwenya, Admire R. Nyagura. An Investigation into the Determination of Brand Personality for a Telecommunications Company as Perceived by the Voice Services Customers: A Case Study of Powertel Communications. Int J Manag Fuzzy Syst. 2016;2(3):22-30. doi: 10.11648/j.ijmfs.20160203.11

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@article{10.11648/j.ijmfs.20160203.11,
  author = {Bongani Ngwenya and Admire R. Nyagura},
  title = {An Investigation into the Determination of Brand Personality for a Telecommunications Company as Perceived by the Voice Services Customers: A Case Study of Powertel Communications},
  journal = {International Journal of Management and Fuzzy Systems},
  volume = {2},
  number = {3},
  pages = {22-30},
  doi = {10.11648/j.ijmfs.20160203.11},
  url = {https://doi.org/10.11648/j.ijmfs.20160203.11},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijmfs.20160203.11},
  abstract = {This research empirically measured the brand personality for Powertel Communications by using the five-dimension Brand Personality Scale developed by Aaker as a framework. Results of this investigation were obtained through an online questionnaire directed to Powertel customers whose response yielded 166 responses from a population of 264 customers. Reliability analysis using Cronbach alpha coefficient of the measurement model and the structural model provided evidence that the ‘sincerity’ dimension proposed by Aaker was not reliable. The reliability and validity test of the questionnaire resulted in the omission of the “sincerity” dimension. The T-Test showed respondent’s ideas about the personality of Powertel and they believed Powertel’s personality dimensions are: “excitement”, “competence” and “sophistication”. The respondents however, were not agreeing on the “rugged” dimension which showed that Powertel is not a rugged brand. The personality dimension “competence” was the most dominant personality amongst the customers followed by “excitement”. Some demographic effects on the personality perceptions were also analysed and found to be significant across all the dimensions except the rugged dimension. Finally, the hypothesis about the correlation between the customer traits and the customers’ perception on the brand personality for Powertel was tested and the results showed that there was significant correlation to justify Aaker’s model. The study makes the following recommendations: that Powertel envisages the philosophy of brand personality by modelling advertisements, marketing actions and price in a way that is congruent with the personalities of its target customers; that Powertel focusses more on innovations, value added services and promotions of its product portfolio. This is mainly because its customers largely perceive the company as competent and exciting as a result innovations and value added services will enhance the “competence” attribute whilst promotion will enhance the “exciting” attribute thus further strengthening the company’s competitive advantage, and finally, that Powertel reposition itself in a personality which distinctively differentiate itself from other competitors. The basis for differentiation need may come from the fact that at least 30% of the customers according to the research regard Powertel services as similar to competitors and at least 50% of the customers who are particular about branded products consider quality when making purchase decisions.},
 year = {2016}
}

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TY  - JOUR
T1  - An Investigation into the Determination of Brand Personality for a Telecommunications Company as Perceived by the Voice Services Customers: A Case Study of Powertel Communications
AU  - Bongani Ngwenya
AU  - Admire R. Nyagura
Y1  - 2016/12/12
PY  - 2016
N1  - https://doi.org/10.11648/j.ijmfs.20160203.11
DO  - 10.11648/j.ijmfs.20160203.11
T2  - International Journal of Management and Fuzzy Systems
JF  - International Journal of Management and Fuzzy Systems
JO  - International Journal of Management and Fuzzy Systems
SP  - 22
EP  - 30
PB  - Science Publishing Group
SN  - 2575-4947
UR  - https://doi.org/10.11648/j.ijmfs.20160203.11
AB  - This research empirically measured the brand personality for Powertel Communications by using the five-dimension Brand Personality Scale developed by Aaker as a framework. Results of this investigation were obtained through an online questionnaire directed to Powertel customers whose response yielded 166 responses from a population of 264 customers. Reliability analysis using Cronbach alpha coefficient of the measurement model and the structural model provided evidence that the ‘sincerity’ dimension proposed by Aaker was not reliable. The reliability and validity test of the questionnaire resulted in the omission of the “sincerity” dimension. The T-Test showed respondent’s ideas about the personality of Powertel and they believed Powertel’s personality dimensions are: “excitement”, “competence” and “sophistication”. The respondents however, were not agreeing on the “rugged” dimension which showed that Powertel is not a rugged brand. The personality dimension “competence” was the most dominant personality amongst the customers followed by “excitement”. Some demographic effects on the personality perceptions were also analysed and found to be significant across all the dimensions except the rugged dimension. Finally, the hypothesis about the correlation between the customer traits and the customers’ perception on the brand personality for Powertel was tested and the results showed that there was significant correlation to justify Aaker’s model. The study makes the following recommendations: that Powertel envisages the philosophy of brand personality by modelling advertisements, marketing actions and price in a way that is congruent with the personalities of its target customers; that Powertel focusses more on innovations, value added services and promotions of its product portfolio. This is mainly because its customers largely perceive the company as competent and exciting as a result innovations and value added services will enhance the “competence” attribute whilst promotion will enhance the “exciting” attribute thus further strengthening the company’s competitive advantage, and finally, that Powertel reposition itself in a personality which distinctively differentiate itself from other competitors. The basis for differentiation need may come from the fact that at least 30% of the customers according to the research regard Powertel services as similar to competitors and at least 50% of the customers who are particular about branded products consider quality when making purchase decisions.
VL  - 2
IS  - 3
ER  -

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Author Information

Bongani Ngwenya

Department of Postgraduate Studies, Faculty of Business, Solusi University, Bulawayo, Zimbabwe
Admire R. Nyagura

Department of Postgraduate Studies, Faculty of Business, Solusi University, Bulawayo, Zimbabwe

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APA Style

Bongani Ngwenya, Admire R. Nyagura. (2016). An Investigation into the Determination of Brand Personality for a Telecommunications Company as Perceived by the Voice Services Customers: A Case Study of Powertel Communications. International Journal of Management and Fuzzy Systems, 2(3), 22-30. https://doi.org/10.11648/j.ijmfs.20160203.11

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ACS Style

Bongani Ngwenya; Admire R. Nyagura. An Investigation into the Determination of Brand Personality for a Telecommunications Company as Perceived by the Voice Services Customers: A Case Study of Powertel Communications. Int. J. Manag. Fuzzy Syst. 2016, 2(3), 22-30. doi: 10.11648/j.ijmfs.20160203.11

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AMA Style

Bongani Ngwenya, Admire R. Nyagura. An Investigation into the Determination of Brand Personality for a Telecommunications Company as Perceived by the Voice Services Customers: A Case Study of Powertel Communications. Int J Manag Fuzzy Syst. 2016;2(3):22-30. doi: 10.11648/j.ijmfs.20160203.11

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@article{10.11648/j.ijmfs.20160203.11,
  author = {Bongani Ngwenya and Admire R. Nyagura},
  title = {An Investigation into the Determination of Brand Personality for a Telecommunications Company as Perceived by the Voice Services Customers: A Case Study of Powertel Communications},
  journal = {International Journal of Management and Fuzzy Systems},
  volume = {2},
  number = {3},
  pages = {22-30},
  doi = {10.11648/j.ijmfs.20160203.11},
  url = {https://doi.org/10.11648/j.ijmfs.20160203.11},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijmfs.20160203.11},
  abstract = {This research empirically measured the brand personality for Powertel Communications by using the five-dimension Brand Personality Scale developed by Aaker as a framework. Results of this investigation were obtained through an online questionnaire directed to Powertel customers whose response yielded 166 responses from a population of 264 customers. Reliability analysis using Cronbach alpha coefficient of the measurement model and the structural model provided evidence that the ‘sincerity’ dimension proposed by Aaker was not reliable. The reliability and validity test of the questionnaire resulted in the omission of the “sincerity” dimension. The T-Test showed respondent’s ideas about the personality of Powertel and they believed Powertel’s personality dimensions are: “excitement”, “competence” and “sophistication”. The respondents however, were not agreeing on the “rugged” dimension which showed that Powertel is not a rugged brand. The personality dimension “competence” was the most dominant personality amongst the customers followed by “excitement”. Some demographic effects on the personality perceptions were also analysed and found to be significant across all the dimensions except the rugged dimension. Finally, the hypothesis about the correlation between the customer traits and the customers’ perception on the brand personality for Powertel was tested and the results showed that there was significant correlation to justify Aaker’s model. The study makes the following recommendations: that Powertel envisages the philosophy of brand personality by modelling advertisements, marketing actions and price in a way that is congruent with the personalities of its target customers; that Powertel focusses more on innovations, value added services and promotions of its product portfolio. This is mainly because its customers largely perceive the company as competent and exciting as a result innovations and value added services will enhance the “competence” attribute whilst promotion will enhance the “exciting” attribute thus further strengthening the company’s competitive advantage, and finally, that Powertel reposition itself in a personality which distinctively differentiate itself from other competitors. The basis for differentiation need may come from the fact that at least 30% of the customers according to the research regard Powertel services as similar to competitors and at least 50% of the customers who are particular about branded products consider quality when making purchase decisions.},
 year = {2016}
}

Copy | Download

TY  - JOUR
T1  - An Investigation into the Determination of Brand Personality for a Telecommunications Company as Perceived by the Voice Services Customers: A Case Study of Powertel Communications
AU  - Bongani Ngwenya
AU  - Admire R. Nyagura
Y1  - 2016/12/12
PY  - 2016
N1  - https://doi.org/10.11648/j.ijmfs.20160203.11
DO  - 10.11648/j.ijmfs.20160203.11
T2  - International Journal of Management and Fuzzy Systems
JF  - International Journal of Management and Fuzzy Systems
JO  - International Journal of Management and Fuzzy Systems
SP  - 22
EP  - 30
PB  - Science Publishing Group
SN  - 2575-4947
UR  - https://doi.org/10.11648/j.ijmfs.20160203.11
AB  - This research empirically measured the brand personality for Powertel Communications by using the five-dimension Brand Personality Scale developed by Aaker as a framework. Results of this investigation were obtained through an online questionnaire directed to Powertel customers whose response yielded 166 responses from a population of 264 customers. Reliability analysis using Cronbach alpha coefficient of the measurement model and the structural model provided evidence that the ‘sincerity’ dimension proposed by Aaker was not reliable. The reliability and validity test of the questionnaire resulted in the omission of the “sincerity” dimension. The T-Test showed respondent’s ideas about the personality of Powertel and they believed Powertel’s personality dimensions are: “excitement”, “competence” and “sophistication”. The respondents however, were not agreeing on the “rugged” dimension which showed that Powertel is not a rugged brand. The personality dimension “competence” was the most dominant personality amongst the customers followed by “excitement”. Some demographic effects on the personality perceptions were also analysed and found to be significant across all the dimensions except the rugged dimension. Finally, the hypothesis about the correlation between the customer traits and the customers’ perception on the brand personality for Powertel was tested and the results showed that there was significant correlation to justify Aaker’s model. The study makes the following recommendations: that Powertel envisages the philosophy of brand personality by modelling advertisements, marketing actions and price in a way that is congruent with the personalities of its target customers; that Powertel focusses more on innovations, value added services and promotions of its product portfolio. This is mainly because its customers largely perceive the company as competent and exciting as a result innovations and value added services will enhance the “competence” attribute whilst promotion will enhance the “exciting” attribute thus further strengthening the company’s competitive advantage, and finally, that Powertel reposition itself in a personality which distinctively differentiate itself from other competitors. The basis for differentiation need may come from the fact that at least 30% of the customers according to the research regard Powertel services as similar to competitors and at least 50% of the customers who are particular about branded products consider quality when making purchase decisions.
VL  - 2
IS  - 3
ER  -

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