Advanced search
Found 1 essay matching the above criteria.
-
1. A global brand imagery context on consumers’ willingness to purchase and pay price premium: the EuroAsia telecommunication sector
University essay from Göteborgs universitet/Graduate SchoolAbstract : Purpose – The aim of this study is to explore how societal culture and brand imageries influence consumers’ willingness to pay price premium, along with consumers purchase intentions. Design/methodology/approach – The study is based on a quantitative survey of brand images found in the telecommunication sector and branding literature. READ MORE
Result pages:
1