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Contents
ABSTRACT. 3
CHAPTER ONE. 6
INTRODUCTION.. 6
Background to the Study. 6
Statement of the Problem.. 9
1.3 Objectives of the Study. 11
1.4 Research Questions. 11
1.5 Research Hypothesis. 12
1.6 Significance of the Study. 12
1.7 Scope of the Study. 13
1.8 Limitations of the Study. 14
1.9 Organization of the Study. 14
1.10 Definition of Terms. 15
REFERENCES. 17
CHAPTER TWO.. 19
REVIEW OF RELATED LITERATURE. 19
2.1 Introduction. 19
2.2 Theoretical Review.. 20
REFERENCES.. 32
CHAPTER THREE.. 37
RESEARCH METHODOLOGY.. 37
3.1 Introduction.. 37
3.2 Research Design.. 37
3.3 Population of the Study. 38
3.4 Sample Size Determination.. 39
3.5 Sampling Technique. 40
3.6 Data Collection Methods. 41
3.7 Research Instrument. 42
3.8 Validity and Reliability of the Instrument. 43
3.9 Data Collection Procedure. 45
3.10 Method of Data Analysis. 46
3.11 Ethical Considerations. 47
3.12 Limitations of the Methodology. 48
3.13 Summary of the Chapter. 49
CHAPTER FOUR.. 50
DATA ANALYSIS AND INTERPRETATION.. 50
4.1 Introduction.. 50
4.2 Demographic Characteristics of Respondents. 51
4.3 Analysis of Research Questions. 54
4.4 Test of Hypothesis. 113
4.5 Discussion of Findings. 116
4.6 Summary of Findings. 121
4.7 Conclusion of the Chapter. 123
CHAPTER FIVE.. 124
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS.. 124
5.1 Introduction.. 124
5.2 Summary of the Study. 125
5.3 Conclusions. 130
5.4 Recommendations. 134
5.5 Contributions to Knowledge. 146
5.6 Limitations of the Study. 148
5.7 Suggestions for Further Research.. 150
5.8 Conclusion.. 152
QUESTIONNAIRE.. 154
STRATEGIES FOR USING STORYTELLING TO CREATE STRONGER BRAND CONNECTIONS 154
(A CASE STUDY OF VIVO MOBILE). 154
SECTION A: DEMOGRAPHIC INFORMATION.. 156
SECTION C: STORYTELLING TECHNIQUES AND BRAND LOYALTY AND TRUST.. 160
SECTION D: MULTI-CHANNEL STORYTELLING AND BRAND RECOGNITION AND ENGAGEMENT.. 163
SECTION E: OVERALL EFFECTIVENESS OF STORYTELLING IN STRENGTHENING BRAND CONNECTIONS.. 166
THANK YOU FOR YOUR PARTICIPATION.. 169
