Effective Marketing of Mobile Telecom Services Through Brand Personality : Empirical Evidence from Greece

The paper explores the relationship between brand personality and brand image in mobile telecom branded offerings. Further, it explores brand image as an antecedent of both perceived quality and consumer behavior. A survey was conducted using the “positivism” approach, in which 318 consumers participated through a face-to-face handing over. Sincerity, competence and sophistication proved to be the dominant precursors of brand image. On the other hand, brand image suggests a basic aspect of perceived quality in intangible telecom branded offerings. Moreover, customer satisfaction concerns a mediating factor impacting the relationship between perceived quality and brand attachment. Thus, perceived quality does not guarantee brand attachment, and customer satisfaction is the key to achieve that. Hence, fair pricing, low service access costs and consistent Integrated Marketing Communications (IMC) are necessary tactics to build brand attachment. The latter, along with customer inertia, lead to favorable Word-of-Mouth (WoM) communication and customer loyalty. The paper provides telecom brand managers with valuable knowhow in order to design “out-of-the-box” strategies and tactics