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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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Bibliographic Details
Main Author:	Yang, Mingyi
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2014
Subjects:	Key words: Brand equity Consumer behaviour factors influence consumer behaviour
Online Access:	https://eprints.nottingham.ac.uk/27126/

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