Summary: The purpose of this study is to investigate which smartphone brand, Apple or Samsung, is rated wtih a higher brand equity by MSSU students. A survey was distributed to ten classes on campus to gather data, and the elements of brand equity were analyzed.

1 online resource (39 pages) : color illustrations, PDF file

Title

• The MSSU consumer: Apple vs. Samsung

Last modified

• 06/06/2024

Creator

• Walters, Eryn L.

Contributor

• Missouri Southern State University

Date Created

• 2014

Identifier

• vital:11358

Language

• eng

Publisher

• Missouri Southern State University (Joplin, Mo.)

Resource Type

• Dissertation

Source

• Missouri Southern State University Archive

Subject

• Academic theses
• Marketing research
• Software ecosystems
• Brand loyalty
• Consumers' preferences
• Consumer behavior -- Research
• College students as consumers -- Research. -- Missouri

Rights

• All images property of Missouri Southern State University. Contact [email protected] for reproduction and use rights.

File Format

• Adobe Acrobat PDF