Date of Conferral



Doctor of Business Administration (D.B.A.)




Timothy Malone


Information technology service providers (ITSPs) with low customer patronage may not remain competitive and could fail. Business leaders of ITSPs need to implement successful brand marketing strategies to gain consumers' confidence and increase patronage for their organizations' long-term sustainability. Grounded in the brand equity model, the purpose of this qualitative multiple case study was to explore brand marketing strategies ITSPs implement to increase patronage. The participants included nine business leaders from three ITSPs in Lagos, Nigeria, who successfully implemented brand marketing strategies to increase patronage. Data were collected from semistructured interviews, reflective notes, and review of public documents obtained from the company websites. Four themes emerged from the thematic analysis of data: strong brand development, target marketing, customer engagement, and customer advocacy. A key recommendation is that business leaders engage customers by leveraging social media and other innovative online methods to get feedback and ensure the co-creation of value that benefits both consumers and the business organization. Social change implications include the potential for improved professionalism in increasing patronage through branding, potential growth resulting in job creation, and increased taxable revenue to benefit local communities.

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