IMPACT OF WORD OF MOUTH (WOM) MARKETING ON BRAND AWARENESS, PERCEIVED QUALITY AND BRAND LOYALTY /
A CASE OF NIGERIAN HIGHER INSTITUTIONS
HALIMAT ABIODUN EWEJE; SUPERVISOR: DR. HOMAYOUN PASHA SAFAVI
- viii, 67 sheets; 31 cm. 1 CD-ROM
Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department
Includes bibliography (sheets 50-64)
ABSTRACT The objective of this study is to investigate the impact of word of mouth (WOM) marketing on the perceived quality and brand awareness of Nigerian higher education institution and the subsequent impact on the brand loyalty. The study aimed to get better insight into factors that contribute to the choice of higher institution to attend among Nigerian youths. Three hundred and eighty four (384) responses were gathered through the distribution of questionnaires online to various Nigerian students. Correlation, linear regression analysis and hypothesis testing was used to test the relationship between WOM, brand awareness, perceived quality and brand loyalty. The study found a positive correlation between WOM and perceived quality and brand awareness. A subsequent positive relationship was also reported between brand awareness and perceived quality with brand loyalty. The study showed that the communication that takes place among past students of an higher education institute and a potential student have the ability to increase the brand awareness and perceived quality of the school by the potential student. Hence, can help convince the student to choose the institution as choice destination for their education. Keywords: Brand Awareness, Brand Loyalty, Perceived Quality, Word of Mouth.