Essays about: "brand switching"

Showing result 16 - 20 of 25 essays containing the words brand switching.

1. 16. Brand loyalty towards cell phones : A study of Generation Y in Sweden

   University essay from Högskolan i Halmstad/Sektionen för ekonomi och teknik (SET)

   Author : Micaela Birkedal; Gabrielle Meister; [2014]
   Keywords : Brand; Brand Loyalty; Generation Y; Perceived brand quality; Brand image; Brand experience; Customer satisfaction; Customer retention and Switching costs;

   Abstract : The purpose of this thesis is to find if the Swedish Generation Y is more brand loyal to cell phones compared to other consumerelectronic, and to find out if some set factors of loyalty affects Generation Y's loyalty more than other.  The conclusion of this thesis is that Generation Y is more loyal to their cell phone brand compared to other consumer electronics, and that the set factors presented are affecting their brand loyalty to different extent. READ MORE

3. 17. Locked in or true love: Branding among banks : A qualitative study of technologies, brand equity, switching barriers, choice criteria and future strategies in the context of retail banking

   University essay from Umeå universitet/Företagsekonomi

   Author : David Abrahamsson; [2014]
   Keywords : brand equity; retail bank; customers; students; branding in financial services; switching barriers; choice criteria; varumärkeskapital; kunder; studenter; varumärkesbyggande i den finansiella sektorn; bytesbarriärer; beslutskriterier;

   Abstract : Purpose – The purpose of this paper is to increase the knowledge about technology based services affection of the ability of retail banks to build customer based brand equity among students. Design/methodology/approach – A conceptual model has been developed from theories regarding customer based brand equity, switching barriers and choice criteria. READ MORE

4. 18. How do the predictors of switching intention influence switching behavior? : A quantitative study of students’ switching behavior in the retail banking context.

   University essay from Företagsekonomi

   Author : Fredrik Olsson; Gabriella Gall; [2012]
   Keywords : retail banking; consumer behavior; switching behavior; switching intention; theory of planned behavior;

   Abstract : Due to the increased number of niched retail banks in Sweden, the competition for the customers has become severe. Bank customers in the Swedish bank market tend to stay with their bank. The challenge of how to manage to attract new customers is a central part of the retail banks’ management tasks. READ MORE

5. 19. Brand loyalty in Smartphone

   University essay from Företagsekonomiska institutionen

   Author : Mulugeta Z Forsido; [2012]
   Keywords : Smartphone; Brand loyalty; Customer satisfaction; Perceived quality; Brand image; Brand switching cost; Customer product involvement; Sweden;

   Abstract : Abstract Problem statement – what factors determine brand loyalty in Smartphone? Purpose – The purpose of this study is to examine causal antecedent factors leading to brandloyalty in the Swedish Smartphone market Theory – theoretical review and critical analysis of academic journals related to dependantand independent variables and conceptual model is formulated. Methodology - Quantitative approach is used to quantify the relationship between dependantand independent variables based on the proposed theoretical model that delineates therelationships between dependant variable brand loyalty and the independent variablescustomer satisfaction, perceived quality, brand experience, brand image, brand switching costand product involvement. READ MORE

6. 20. Product Placement : A study about Swedes attitude towards product placements in Movies and TV-shows

   University essay from Ekonomihögskolan, ELNU

   Author : Jens Abrahamsson; Niclas Lindblom; [2012]
   Keywords : Product Placement; Attitudes; Brand; Brand Recall; Generation Y;

   Abstract : Marketers have always been looking for alternative ways to reach the target population with their messages. One approach that has grown the last decades is product placement that has become a large arena for companies to involve in their marketing communication. READ MORE