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
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mdh-14984 |
| Date | January 2012 |
| Creators | Ezeh, Mac Anthony Nzube, Al-Azzawi, Maha |
| Publisher | Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | School of Business Research Reports, |
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