Influence of Brand Awareness, Attitude and Reputation on Performance of Telecommunication Companies in Tanzania: The Moderating Role of Customer Satisfaction

Abstract

Brand performance is vital in competitive, dynamic, developing markets, yet many companies, especially in the telecommunications sector, struggle to convert brand investments into measurable results due to a limited understanding of how brand assets and customer satisfaction interact. This study therefore examines the direct effects of brand awareness, brand attitude, and brand reputation on brand performance, and the moderating role of customer satisfaction. Using stratified and systematic random sampling, data were collected from 314 respondents across Tanzanian telecommunications companies. Partial Least Squares Structural Equation Modelling (PLS-SEM) was employed to analyse the data. The results show that both brand awareness, attitude, and reputation have a positive and significant influence on brand performance. Furthermore, customer satisfaction positively moderates the relationship between brand awareness and performance, while no significant moderating effects are found for brand attitude or reputation. These findings highlight the strategic value of brand-specific resources and the conditional role of customer satisfaction in driving brand performance. Theoretical and managerial implications underscore the importance of aligning branding strategies with customer experience initiatives in dynamic, emerging-market environments.