Understanding the impact of corporate branding on consumers’ emotional attachment towards premium smartphones in Malaysia

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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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Bibliographic Details
Main Author:	Neoh, Al Vin
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2024
Subjects:	premium smartphones corporate branding corporate associations corporate activities corporate values corporate personalities functional benefits symbolic benefits emotional attachment brand loyalty
Online Access:	https://eprints.nottingham.ac.uk/77129/

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