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Consumer-centric services companies demonstrate brand attributes and build brand image to a certain brand quality through effective brand communications to develop brand awareness among consumers. This study has been conducted with 272 consumers using telecommunication services in Mexico City. It has been conducted in two phases - development of scale, and analysis of data. The scale indicated as 'BASInd', based on critical examination of five research studies conducted between 2011-2018 was developed generically for this study. The study aims at analysing the role of brand awareness as a driver to determine brand value through brand communication, brand attributes, brand quality, and brand image. The study reveals that effective brand awareness helps in developing brand value among consumers. Brand advertisements and inter-personal communications imparted by service promotors not only enhance brand awareness among consumers, but also help them in making appropriate buying decisions.

This study is carried out in Mexico with an objective to analyse empirically the role of education in a transforming services marketing strategies of the firms. The study is carried on in Mexico through pragmatic investigation among the consumers subscribing to the communication and entertainment services. The analysis of primary data is developed around the theory of action that demonstrates the skills and confidence of individuals or groups towards making decision in acquiring or hiring services to improve their quality of life. The results of the study reveal that knowledge acquired on the services and value perceived by the consumers play key role in determining the intentions to purchases services. This study meticulously rows several arguments on how consumers with high level of education scrutinise the benefits offered by the firms marketing their communication and entertainment services and build their value propositions on the services bought or contracted.