International Journal of Sub-Saharan African Research (IJSSAR)

Background: The Nigerian telecommunications industry encounters challenges on a daily basis. This makes it necessary for brands to create and implement different strategies to help them keep up with market trends. Globacom Limited utilises the slogan “Unlimited” to differentiate its products and services. Despite the importance of effective branding in achieving business success, there is a significant gap in research on the specific relationship between a telecom company’s slogan and customers’ behaviour. Objectives: This study examined the relationship between Glo’s slogan “Unlimited”, brand recall and perception among undergraduates of Lead City University, Ibadan. Methods: Adopting correlational survey research design, 392 undergraduates of Lead City University, Ibadan were sampled using a combination of simple random and purposive sampling techniques. Data was collected using a closed-ended questionnaire. Descriptive statistics and Multiple Linear Regression Analysis were used to analyse the data. Results: There was a high level of awareness of Glo’s slogan “Unlimited” among the participants, suggesting that Glo’s marketing efforts have been effective in establishing brand recognition for its slogan. Conclusions: The study concludes that there is positive and significant relationship between Glo’s slogan “Unlimited” and customers’ brand recall and perception. With an average correlation of R=.490 and the statistical significance of p