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

Titel

• The MSSU consumer: Apple vs. Samsung

Zuletzt geändert

• 06/06/2024

Schöpfer

• Walters, Eryn L.

Mitwirkender

• Missouri Southern State University

Datum erstellt

• 2014

Identifikator

• vital:11358

Sprache

• eng

Herausgeber

• Missouri Southern State University (Joplin, Mo.)

Ressourcentyp

• Dissertation

Source

• Missouri Southern State University Archive

Fach

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

Rechte

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

Datei Format

• Adobe Acrobat PDF