Effect of Sustainable Marketing on Brand Equity in Telecommunication Industry: A Case of MTN Nigeria in Lagos State
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Abstract
This study examines the effect of sustainable marketing on brand equity in the telecommunication industry, focusing on MTN Nigeria in Lagos State. This study adopted a quantitative research methodology with a cross-sectional survey design. Using a structured questionnaire, data were collected from 400 MTN Nigeria subscribers in Lagos State, selected through simple random and convenience sampling techniques. The collected data were analysed using multiple linear regression to assess the impact of environmental sustainability, CSR initiatives, and green marketing on brand equity. The key findings indicate that environmental sustainability practices have a strong positive effect on brand equity, as consumers increasingly associate eco-friendly initiatives with brand credibility, CSR initiatives also significantly enhance brand equity, reinforcing the importance of ethical corporate engagement and green marketing strategies positively influence brand equity. The study recommends that MTN Nigeria embrace transparency in its sustainability communications, align CSR initiatives with local community needs, and adopt verifiable green marketing strategies to strengthen consumer trust. These findings contribute to the discourse on sustainability-driven brand equity, emphasising the need for telecommunication firms to integrate credible sustainability practices into their branding strategies
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