Brand Equity and Customer Satisfaction in Gotv in Awka South Local Government Area, Anambra State

This study, based on Brand Equity Model suggested by Keller (2001), which comprises four brand equity constructs such as brand awareness, perceived quality, brand association and brand loyalty is focused on brand equity and customer satisfaction in MultichoiceGOtv brand in Awka south LGA in Anambra State. The digital terrestrial television (DTT) industry has become very competitive and try to be innovative in developing a new products and services as well as policies that would create brand awareness for their customers. The specific objectives include to find out if there is a significant positive relationship between brand awareness and customer satisfaction in Multi Choice GOtv in Awka; to find out if there is a significant positive relationship between perceived quality and customer satisfaction in Multi Choice GOtv in Awka; to find out if there is a significant positive relationship between brand association and customer satisfaction in Multi Choice GOtv in Awka; and to find out if there is a significant positive relationship between brand trust and customer satisfaction in Multi Choice GOtv in Awka. Based on the above, the broad objective of the study is to find out if there is a strong positive relationship between brand equity and customer satisfaction of GOtv Customers in Awka South LGA. A survey design is proposed for the study. The population of the study is 85,004, but a sample size of 398 customers of GOtv in Awka south LGA is targeted. Data would be analyzed using descriptive statistics and Pearson product moment correlation. It was recommended thatMulti Choice GOtv should engage in continuous research to correctly approximate customer expectations and plan to meet them to reduce customer complaints; Service providers should ensure that their employees are well informed about their brand in order to solve the problems; Firms should ensure that their customers feel sense of secure during transaction. And that Managers should ensure that their brands are associated with something positive, one of a kind and strong so that customers may associate positive thought as well as good feelings about the brand.IJSRED-International Journal of Scientific Research and Engineering Developmen