The Influence of Comparative Advertising on Consumer-based Brand Equity Among Mobile Phone Telecommunication Consumers in Nairobi

Abstract

Advertising is the main communication strategy used by marketers to inform consumers of the value they offer and also persuade them to buy their products. Numerous literature exists examining the influence that advertising has on creating and sustaining brand equity. However, little research exists on comparative advertising and the effects that it has on consumer-based brand equity. This study aimed to examine the influence of comparative advertising on consumer-based brand equity among mobile telecommunication consumers in Nairobi. Mobile telecommunication consumers in Nairobi were the target population used in the study and a sample size of 384 respondents was chosen to represent them. The research methodology used was a descriptive survey, using structured questionnaires to collect primary data. The results were analysed using descriptive statistics, regression, and correlation analysis. A 5-point Likert Scale was used to measure the questionnaire items and the results showed a positive correlation between comparative advertising strategies and consumer-based brand equity. It was also established that comparative advertising strategies yielded varied influences on different aspects of consumer-based brand equity. The study recommends adopting comparative advertising strategies that help to build brand knowledge which aiding in consumer recall because of the creative content. Finally, the research has some limitations, one being that it was done in Nairobi only and results would have been different had the research been conducted in other towns in Kenya. The second is that data was collected at one point in time and results may differ had it been collected over some time. To mitigate the limitations, it was recommended that future research analyse the relationship between comparative advertising and consumer-based brand equity in other towns and industries as well as carry out a longitudinal research study.