Brand Equity Measurements and Service Delivery: Empirical Study from the Nigerian Insurance Industry

Sunday Stephen Ajemunigbohun; Sunday Adekunle Aduloju

doi:10.25167/ees.2017.44.9

Published: 2020-11-25

Vol. 17 No. 4 (44) (2017)

Brand Equity Measurements and Service Delivery: Empirical Study from the Nigerian Insurance Industry

Sunday Stephen Ajemunigbohun , Sunday Adekunle Aduloju

Economic and Environmental Studies

Section: Articles

https://doi.org/10.25167/ees.2017.44.9

Abstract

This study evaluates brand equity measurements on service delivery of insurance companies in Nigeria.
An explanatory research design was employed. A purposive sampling technique was adopted. Structured
questionnaire was employed for data gathering exercise. The study surveyed 31 insurance companies in Nigeria;
with a sample size of 212 giving a response rate of 68%. More so, data collected was analysed using multiple
regression method. Findings from the study have shown the relative importance of individual brand equity
measurement and how positively related to service delivery of insurance companies in Nigeria. This research
awakes the regulatory body of the need to continually engage academia, insurance practitioners and other
stakeholders in scrutinising and improving insurance market penetration level in Nigeria. Insurance practitioners
are enjoined to take value creation in their service delivery process critically important in a bid to allow for good
brand repute and image. Lastly, National Insurance Commission should take its supervisory function crucial by
regularly engaging in getting feedbacks from insuring populace concerning customers’ insurance brand judgment.
The study provides an empirical approach to managers of insurance companies on the need to embark on frequent
brand awareness, brand association and brand trust with the insuring public.

Keywords:

Brand equity, service delivery, brand trust, Insurance companies, Nigeria

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Ajemunigbohun, S. S., & Aduloju, S. A. (2020). Brand Equity Measurements and Service Delivery: Empirical Study from the Nigerian Insurance Industry. Economic and Environmental Studies, 17(4 (44), 777–793. https://doi.org/10.25167/ees.2017.44.9

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