Controlled, Uncontrolled Communication, Brand Name and Brand Attitude: A Relational Study on Cellular Telecom Sector of Bangladesh

Posted: 20 Jul 2015

See all articles by Jubayer Ahmed

Jubayer Ahmed

City University

Dr. Md. Rouf

Daffodil International University

Multiple version iconThere are 2 versions of this paper

Date Written: December 30, 2014

Abstract

The main objectives of the study is to examine the impact of communication variables like controlled communications, uncontrolled communications and brand name on brand attitude in the context of Grameen Phone Telecom. A systematic sampling method was adopted to collect data from the respondents. A total number of 100 questionnaires were distributed, and 93 completed (usable) questionnaires were considered for statistical analyses and research hypotheses testing. The researcher used statistical techniques like mean, standard deviation, correlation and regression analysis. The results of regression analysis are show that controlled communication and brand name are statistically and significantly associated to brand attitude. These results provided full support to research hypotheses 2 and 3. Uncontrolled communication failed to enter into the regression table which indicates that uncontrolled communication is not statistically and significantly associated to brand attitude. The results of regression analysis provided no support for research hypothesis-1.

Keywords: Communication, Brand Name, Brand Attitude, Grameen Phone

JEL Classification: M31, M37

Suggested Citation

Ahmed, Jubayer and Rouf, Dr. Md., Controlled, Uncontrolled Communication, Brand Name and Brand Attitude: A Relational Study on Cellular Telecom Sector of Bangladesh (December 30, 2014). American Journal of Trade and Policy, Vol. 1, No. 3, pp. 102-108, 2014. Available at SSRN: https://ssrn.com/abstract=2633128

Jubayer Ahmed (Contact Author)

City University ( email )

Khagan
Bangladesh

Dr. Md. Rouf

Daffodil International University ( email )

102 Sukrabad, Mirpur Road, Dhanmondi
Dhaka, 1207
Bangladesh

HOME PAGE: http://https://scholar.google.com/citations?user=vQl2blAAAAAJ&hl=en

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