iPrefer : A Qualtative Study of the Drivers of Brand Preference in the Swedish Smartphone Market
Problem Discussion: The rapid development of the smartphone market led formerly well-established brands to subdue to new entrants. Understanding what drives brand preferences within the dynamic smartphone market is key to formulating marketing efforts that influence purchase intentions. Research Obj...
| Main Authors: | , |
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| Format: | Others |
| Language: | English |
| Published: |
Uppsala universitet, Företagsekonomiska institutionen
2012
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| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-176143 |