Studen Brand Comparison Betwen Apple and Samsung

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School of Sustainable Development of Society and Technology Malardalen University Eskilstuna-Västerås Spring Term: 2012

Students Brand Preferences Between Apple and Samsung Smartphone

Master Thesis

Tutor: Carl G Thunman

Group 2901
Maha Al Azzawi Mac Anthony Nzube Ezeh (mai11002) (meh08001)

ABSTRACT
Date University Course Authors Tutor Examiner Title May 2012 Mälardalen University School of Sustainable Development of Society and Technology Master Thesis, EFO 705 Maha Al-azzawi & Mac Anthony Carl G Thunman Ole Liljefors Students Brand Preferences between Apple and Samsung Smartphone Purpose of the Study Methodology Conclusion Is to compare student brand preference between Apple and Samsung Smartphone Quantitative research approach This study showed that brand with high value of brand equity and identity would result in having high brand preference among students. The findings reveal that Apple has stronger brand preference more than Samsung among students. Key Words Brand equity, brand identity, Smartphone.

Table of content 1. Introduction ............................................................................................. 7 1.1. Purpose........................................................................................... 9 1.2. Structure ......................................................................................... 9

2. Method...................................................................................................... 11 2.1 Method Overview .............................................................................. 11 2.2 Method to collect data ....................................................................... 11 2.2.1 Collection of primary Data .................................................... 12 2.2.2 collection of Secondary Data ................................................. 12 2.3 Questionnaire design ........................................................................ 12 2.3.1 Method Critique ................................................................... 13 2.3.2 the purpose of Questionnaire ................................................ 13 2.3.3 Questionnaire Design Checklist ............................................. 13 2.4 Methods to analyze data ................................................................... 14 2.4.1 Data preparation .................................................................. 14 2.4.2 Data analysis ....................................................................... 15 2.5 Validity ............................................................................................. 15 2.6 Reliability ......................................................................................... 18

3. Theoretical Framework ........................................................................... 20 3.1 Conceptual Framework ...................................................................... 20 3.2 Smartphone ..................................................................................... 21 3.3 Brand ............................................................................................... 22 3.4 Brand Equity..................................................................................... 23 3.4.1 Brand loyalty ....................................................................... 26 3.4.2 Brand Awareness ................................................................. 28 3.5 Brand Identity .................................................................................. 31 3.5.1 Brand Personalities ............................................................... 32

4. Empirical Material .................................................................................... 35 4.1 Brand Equity measures ..................................................................... 37 4.2 Brand Identity Measures ................................................................... 39

5. Conclusion...
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