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This study examined the influence of organisational culture on employee retention in telecommunications industry, Lagos State. The study used descriptive survey design. The sample size for the study comprised 71 respondents selected using a combination of convenience and purposive sampling techniques because they are subject experts and easily accessible in the human resources management community. The instrument was subjected to face and content validity and the Cronbach's alpha coefficient r-value of = 0.81 showed good internal consistency after the pilot study. The null hypothesis was rejected because the study revealed a strong positive significant relationship between organisational culture and employee retention at (r = 0.629, p = 0.00) in telecommunications industry, Lagos State. The level of awareness of the influence organisational culture on employee retention in the telecommunications industry, Lagos State was moderately significant in areas of core values, capacity development and change management, and employee engagement and productivity. There was no low significance, however, in awareness of strategic direction and intent as well as team orientation as components of organisational culture. The study recommended that organisations should increase their investment in organisational learning to provide training for employees to enhance their wellness and work life balance. [ABSTRACT FROM AUTHOR]

Objective: (i) to adapt Aaker's (1997) scale to measure brand personality in the Nigerian telecommunications market using the methodology identified by Avis (2012) to be the most stable in literature; (ii) to identify the traits that could be used in marketing communication in the telecommunications industry; (iii) to reveal the brand personality factors of the telecommunications industry. Method: The study used a mixed design and survey method to sample 700 consumers of the Nigerian telecommunications industry. Data was collected using a questionnaire and analyzed using inferential statistics. Main Results: Aaker's (1997) scale was adapted to measure the brand personality in the Nigerian telecommunications industry and it measured six factors, namely, Sincere, Rugged, Sophistication, Competence, Innovative and Excitement. Relevance/originality: The study provides local empirical evidence of the brand personality factors of the Nigerian telecommunication industry. The scale will be relevant in measuring the brand personality of other brands within the industry. Theoretical/Methodological contributions: The study supported the use of Aaker's (1997) methodology in developing brand personality scales. The findings were consistent with terminology that could be used to describe brands in the industry. Social Contributions/For management: Managers of Nigerian telecommunication industry brands can make use of the traits identified in marketing communication in order to better present their brands. [ABSTRACT FROM AUTHOR]