Analytical hierarchy process for estimating subscribers perception of brand equity dimensions on purchase decision of Nigerian mobile telecommunication services
Every firm that wants to compete in providing similar services, like those provided by the Nigerian mobile telecommunication firms must take brand equity seriously. By focusing on major telecom service providers in Nigeria, this study estimates subscribers perception of brand equity. To do this, a t...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
University of Belgrade
2018-01-01
|
| Series: | Yugoslav Journal of Operations Research |
| Subjects: | |
| Online Access: | http://www.doiserbia.nb.rs/img/doi/0354-0243/2018/0354-02431700022O.pdf |