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Found 2 essays matching the above criteria.

  1. 1. 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

  3. 2. The Impact of National Identity and Culture on Customer Perception of Product Quality; The case of mobile phones in Sweden and Turkey

    University essay from Akademin för hållbar samhälls- och teknikutveckling

    Author : Merve Ertekin; Burcak Aydin; [2010]
    Keywords : Culture; product quality perception;

    Abstract : Abstract Date: May 2010 Program: International Marketing (Master’s Program) Authors: Merve Ertekin                                                                  Burcak Aydin                                                                   Tutor: Tobias Eltebrandt Title: The Impact of National Identity and Culture on Customer Perception of Product Quality; ‘The case of mobile phones in Sweden and Turkey’ Problem Statement: How may culture affect the ‘product quality perception’ of consumers? Purpose: What differences can be observed in ‘product quality perception’ of mobile phones in Sweden and Turkey? Method: A quantitative research has been conducted by using both primary and secondary data. Primary data was gathered from distributing questionnaire to Swedish and Turkish university students and secondary data was collected from books, online resources and articles. READ MORE