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  • 1.
    Castro, Daniel
    et al.
    Mälardalen University, School of Sustainable Development of Society and Technology.
    Ezeh, Mac Anthony
    Mälardalen University, School of Sustainable Development of Society and Technology.
     “HOW WOULD TUITION FEES INFLUENCE STUDENTS’ EXPECTATION OF SERVICE QUALITY OF MÄLARDALEN UNIVERSITY?”2011Independent thesis Basic level (degree of Bachelor), 15 credits / 22,5 HE creditsStudent thesis
  • 2.
    Ezeh, Mac Anthony Nzube
    et al.
    Mälardalen University, School of Sustainable Development of Society and Technology.
    Al-Azzawi, Maha
    Mälardalen University, School of Sustainable Development of Society and Technology.
      Students Brand Preferences Between Apple and Samsung  Smartphone2012Independent thesis Advanced level (degree of Master (One Year)), 15 credits / 22,5 HE creditsStudent thesis
    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

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