Students Brand Preferences Between Apple and Samsung Smartphone
2012 (English)Independent thesis Advanced level (degree of Master (One Year)), 15 credits / 22,5 HE credits
Student 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. , p. 54
Series
School of Business Research Reports
Keywords [en]
Brand equity, brand identity, Smartphone
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:mdh:diva-14984OAI: oai:DiVA.org:mdh-14984DiVA, id: diva2:538845
Subject / course
Business Administration
Presentation
2012-07-04, gamma, Västerås, 04:06 (English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
2012-07-022012-07-022012-07-02Bibliographically approved