Influence of Brand on Customer Behaviour in Mobile Phone Choice: Comparison between China and The UK
Yang, Mingyi (2014) Influence of Brand on Customer Behaviour in Mobile Phone Choice: Comparison between China and The UK. [Dissertation (University of Nottingham only)] (Unpublished)
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 value to the products. This thesis explores that those factors how to influence customer purchasing choice in mobile phone market, while combing several factors which generally influence customer mobile phone choice. In addition to compare the different influences in China and in the UK. Finally, this study finds out which factor is the most influential factor among four key factors respectively in China and in the UK.
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