Understanding the impact of corporate branding on consumers’ emotional attachment towards premium smartphones in Malaysia
In the global smartphone market, which generates $480 billion in 2023 and projected to grow 2.54% annually, Ultra-Premium smartphones priced above $1000 have claimed a significant market share, contributing to 21% of sales in 2022 with an impressive 94% year-on-year growth. The premium smartphone ma...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2024
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| Online Access: | https://eprints.nottingham.ac.uk/77129/ |