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  Students Brand Preferences Between Apple and Samsung  Smartphone
Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling.
Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling.
2012 (engelsk)Independent thesis Advanced level (degree of Master (One Year)), 15 poäng / 22,5 hpOppgave
Abstract [en]

Date                                    May 2012

University                          Mälardalen University

                                            School of Sustainable Development of Society and Technology

Course                               Master Thesis, EFO 705

Authors                              Maha Al-azzawi & Mac Anthony

Tutor                                  Carl G Thunman

Examiner                           Ole Liljefors

Title                                    Students Brand Preferences between Apple and Samsung Smartphone

Purpose of the Study        Is to compare student brand preference between Apple and Samsung Smartphone

Methodology                     Quantitative research approach 

Conclusion                         This study showed that brand with high value of brand equity and identity would result in having high brand preference among students. The findings reveal that Apple has stronger brand preference more than Samsung among students.

Key Words                        Brand equity, brand identity, Smartphone

sted, utgiver, år, opplag, sider
2012. , s. 54
Serie
School of Business Research Reports
Emneord [en]
Brand equity, brand identity, Smartphone
HSV kategori
Identifikatorer
URN: urn:nbn:se:mdh:diva-14984OAI: oai:DiVA.org:mdh-14984DiVA, id: diva2:538845
Fag / kurs
Business Administration
Presentation
2012-07-04, gamma, Västerås, 04:06 (engelsk)
Uppsök
Social and Behavioural Science, Law
Veileder
Examiner
Tilgjengelig fra: 2012-07-02 Laget: 2012-07-02 Sist oppdatert: 2012-07-02bibliografisk kontrollert

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Ezeh, Mac Anthony NzubeAl-Azzawi, Maha
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