Influence of Brand on Customer Behaviour in Mobile Phone Choice: Comparison between China and The UK
Brand has been seen as a powerful tool to attract customers’ attention even sometimes changes their purchasing decision. Aaker (1991) points out brand can be regarded as equity and mainly involves four elements (brand loyalty, brand association, brand awareness and perceived quality) that add extra...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2014
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| Online Access: | https://eprints.nottingham.ac.uk/27126/ |