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  Students Brand Preferences Between Apple and Samsung  Smartphone
Mälardalen University, School of Sustainable Development of Society and Technology.
Mälardalen University, School of Sustainable Development of Society and Technology.
2012 (English)Independent 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

Place, publisher, year, edition, pages
2012. , 54 p.
Series
School of Business Research Reports
Keyword [en]
Brand equity, brand identity, Smartphone
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:mdh:diva-14984OAI: oai:DiVA.org:mdh-14984DiVA: diva2:538845
Subject / course
Business Administration
Presentation
2012-07-04, gamma, Västerås, 04:06 (English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-07-02 Created: 2012-07-02 Last updated: 2012-07-02Bibliographically approved

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fulltext(1552 kB)47946 downloads
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Ezeh, Mac Anthony NzubeAl-Azzawi, Maha
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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf