Dr. Presly Obukoadata’s research has been published in the latest issue of the peer-reviewed Journal of Communication and Media Research (JCMR).

The work, entitled “Rescaling Brand Equity among Consumer Goods: Implications for Producers” rescales the brand equity of consumer goods on a continuum of one-to-five, reporting that certain categories of products have stronger brand equity than others.

The research explored the equity ratios of consumer products such as electronics, beverages, machineries, clothing/accessories, cosmetics/detergent and automobiles, food/groceries, publications/books, jewellery, gift items and households, and furniture.

Findings from the research indicate that electronics, beverages, machineries, clothing/accessories, cosmetics/detergent and automobiles had high brand equity ratio, while food/groceries, publications/books, jewellery, gift items and households had average brand equity. Only furniture had a fair ranking on the equity continuum because of the near absence of branding on furniture.

Among factors identified to have influenced the various equity ratios are the extent of use of the products, quality of the products, historical association with the products, sophistication, quality control, focus and the nature of the competition. Others are satisfaction derivable from the product, innovation, luxury appeal, brand identification, brand association, brand appeal, as well as production philosophy. Customer-centric focus, ability to manage crisis within the production line and product personality were equally identified as influencing factors.

Commenting on his research findings, Dr. Obukoadata emphasised that “the extent of satisfaction derived from consuming a brand is significantly related to the strength of the brand equity.”

Dr. Obukoadata who teaches advertising, public relations and communication research, used  the survey design to gather data from 384 respondents purposively selected from across Nigeria, which he then statistically analysed to test the research hypotheses.

Brand equity is positive consumer response to the marketing outcomes for a product/brand when compared with that of the competition and measured from consumer preference for the product.

The full research is available at

By Maryam Sadiq

akpanIt was tributes galore Thursday, October 29, as faculty, staff and students of the American University of Nigeria, AUN, remembered late Prof. Idorenyin Udoesen Akpan, who passed away on October 29, 2014, after a brief illness. 

Until his death, Prof. Akpan, 45, was the Dean of the School of Arts and Sciences, SAS, and Chair, Communications and Multimedia Design, CMD, program of the University.

In his tribute to late Dean Akpan, Dr. Jacob Udo-Udo Jacob, Associate Dean of SAS and Chair of CMD, who was a former student of the deceased, described him as an intellectual colossus, who redefined the conventional understanding of public relations.

“He was the kind of guy that would speak his mind. He was credible. He was authentic. And in a world of politicalcorrectness, you need authentic, frank people. People that would tell you something as it is, but still be nice. That is what I remember him for, mostly.

jcobProfessor Jacob Udo-Udo Jacob of the School of Arts & Science has advocated a more communitarian role for journalists in Nigeria to help counter violent extremism in the country.

Professor Jacob was speaking recently in Abuja, on ‘New Perspectives in War and Peace Reporting’at a Media Roundtable on Countering Violent Extremism (CVE) organised by the Office of the National Security Adviser (ONSA) in partnership with the EU Technical Assistance on Nigeria’s evolving Security Challenges (EUTANS).

He said Journalists should re-assess their role set in the society and see themselves as engaged members of the community, rather than as detached observers. 

“What troubles the society, troubles the journalist, what troubles the community, troubles the media. The doctrine that media objectivity should be based on detachment from the story and the society in which the journalist lives and reports from is founded on a fundamentally faulty premise,”he said.

watercrisisThe Student Teams Advancing Regional Sustainability, STARS, of the American University of Nigeria, AUN, organized a debate recently on the topic, “Global Water Crises” with a total of eight students drawn from different levels and departments participating.

The event, which took place at the Robert Pastor Library auditorium of the University, was part of activities the Club is carrying out to mark its Sustainability Month.

The debaters, who were tasked to share creative ideas on the topic, using AUN as a close and practical case study, presented their various ideas on solving AUN’s water supply problems to an audience comprising students, staff, and

KarenAttiahTalkNigerians have been challenged to tell stories of the country’s resurgence as the Boko Haram insurgency grinds to a gradual end.

Deputy Editor of the Opinions section of The Washington Post, Karen Attiah made the call Tuesday while speaking at the Distinguished Journalists Lecture Series at the Library Auditorium of American University of Nigeria.  

Speaking on the topic ‘Nigeria after Boko Haram’, Attiah stressed that in the absence of strong Nigerian voices, the foreign media will continue to tell the country’s past stories of corruption, insurgency and underdevelopment even after the country’s nascent democratic gains. 

“If you do not tell your story, others will tell it for you. So you have to start telling your stories through words, pictures, and the social media,” she said.

HighComThe Indian High Commissioner to Nigeria, Mr. Ajjampur Ghanashyam, on Tuesday charged Nigeria to assume its pride of place in Africa in order to help the continent accomplish its dream of becoming a part of the developed world.

Ghanashyam, who spoke on the topic “The Role of Innovation and Technology in Development” as the guest speaker in the Diplomatic Lecture Series of the American University of Nigeria, AUN, held at the institution’s library auditorium, noted that Nigeria is the future of Africa.

“If there is going to be growth, it is going to be here [in Nigeria],” Ghanashyam said.

He continued, “You have the demography on your side, you have the wealth on your side and even if you look at the level of intelligence and intellectual capacity of Africa, you will be somewhere at the front.”

Ghanashyam added, “You have to stand on your feet – Boko Haram or no Boko Haram. If you don’t stand on your feet, the continent of Africa has one leg to stand on,” he stated.

Students of the American University of Nigeria, AUN, on Friday joined Nigerians across the world to celebrate Nigeria’s Independence Day in a colorful gala night that held at the Aliyu Musdafa Commencement Hall of the University.

 The event had many guests, students, staff and faculty in attendance, including the President of the University, Margee Ensign, the Adamawa State Commissioner of Culture and Tourism, Mathias Ngaro, and the state Emirate Council.

The event, which started with the audience singing the Nigerian national anthem, featured many other artistic performances. The performances included a dance drama entitled “Women of Owu”, and a cultural attire parade, which saw faculty, students and staff of AUN from the country’s six geo-political zones dance to the popular and traditional music of the zones. Peter Paya, an AUN alumnus, also performed a song he composed entitled Naija  Arise.

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