skip to main content
Guest
My Research
My Account
Sign out
Sign in
This feature requires javascript
Library Search
Find Databases
Browse Search
E-Journals A-Z
E-Books A-Z
Citation Linker
Help
Language:
English
Vietnamese
This feature required javascript
This feature requires javascript
Primo Search
All Library Resources
All
Course Materials
Course Materials
Search For:
Clear Search Box
Search in:
All Library Resources
Or hit Enter to replace search target
Or select another collection:
Search in:
All Library Resources
Search in:
Print Resources
Search in:
Digital Resources
Search in:
Online E-Resources
Advanced Search
Browse Search
This feature requires javascript
Search Limited to:
Search Limited to:
Resource type
criteria input
All items
Books
Articles
Images
Audio Visual
Maps
Graduate theses
Show Results with:
criteria input
that contain my query words
with my exact phrase
starts with
Show Results with:
Search type Index
criteria input
anywhere in the record
in the title
as author/creator
in subject
Full Text
ISBN
ISSN
TOC
Keyword
Field
Show Results with:
in the title
Show Results with:
anywhere in the record
in the title
as author/creator
in subject
Full Text
ISBN
ISSN
TOC
Keyword
Field
This feature requires javascript
iPrefer : A Qualtative Study of the Drivers of Brand Preference in the Swedish Smartphone Market
info:eu-repo/semantics/openAccess
Digital Resources/Online E-Resources
Citations
Cited by
View Online
Details
Recommendations
Reviews
Times Cited
External Links
This feature requires javascript
Actions
Add to My Research
Remove from My Research
E-mail
Print
Permalink
Citation
EasyBib
EndNote
RefWorks
Delicious
Export RIS
Export BibTeX
This feature requires javascript
Title:
iPrefer : A Qualtative Study of the Drivers of Brand Preference in the Swedish Smartphone Market
Author:
Djerv, Sara
;
Malla, Zeina
Subjects:
Brand Equity
;
Brand Perception
;
Brand Preference
;
Business Administration
;
Företagsekonomi
;
Perceived Quality
;
Purchase Intention
;
Smartphone
Description:
Problem Discussion: The rapid development of the smartphone market led formerly well-established brands to subdue to new entrants. Understanding what drives brand preferences within the dynamic smartphone market is key to formulating marketing efforts that influence purchase intentions. Research Objective: To qualitatively explore how a brand's equity drives Uppsala University students brand preferences within the Swedish smartphone market. Furthermore, to suggest how to increase the level of brand preference that may lead to increased purchase intentions for smartphones. Research Question: a) What are the drivers of brand preferences for Uppsala University students within the Swedish smartphone market? b) How do these brand preferences influence purchase intentions? Method: A qualitative approach is adopted through conducting semi- structured interviews with Uppsala University students. The empirical findings are set against a theoretical framework in order to identify drivers of brand preferences and how they influence purchase intentions. Conclusion: The findings indicate that the Swedish smartphone market appears to be functionally oriented. Perceived quality emerges as the main driver of brand preferences.
Publisher:
Företagsekonomiska institutionen
Creation Date:
2012
Language:
English
Source:
Uppsala University DiVA
This feature requires javascript
This feature requires javascript
Back to results list
This feature requires javascript
This feature requires javascript
Searching Remote Databases, Please Wait
Searching for
in
scope:(TDTS),scope:(SFX),scope:(TDT),scope:(SEN),primo_central_multiple_fe
Show me what you have so far
This feature requires javascript
This feature requires javascript