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Anglický jazyk
Brand Loyalty in Smartphone Brands
Autor: Said Tezel
The purpose of this research is to identify the variations of brand loyalty among different smartphone brand users with consideration of brand loyalty constructs of satisfaction, trust, brand attachment, past experience, product category involvement and... Viac o knihe
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O knihe
The purpose of this research is to identify the variations of brand loyalty among different smartphone brand users with consideration of brand loyalty constructs of satisfaction, trust, brand attachment, past experience, product category involvement and brand community involvement. As a part of the exploratory nature of the research, an online quantitative questionnaire was designed, which measured smartphone users' brand preferences, upgrade cycles, satisfaction, product category involvement, brand community involvement, brand attachment and brand loyalty.
- Vydavateľstvo: LAP LAMBERT Academic Publishing
- Rok vydania: 2016
- Formát: Paperback
- Rozmer: 220 x 150 mm
- Jazyk: Anglický jazyk
- ISBN: 9783659940125
