Essays about: "problem statement of brand switching"

Found 1 essay containing the words problem statement of brand switching.

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