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Corporate branding and customer’s purchase preferences in mobile phone telecommunication
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
2008 (English)Independent thesis Advanced level (degree of Master (One Year))Student thesis
Abstract [en]

This research is carried out to know the role of corporate branding in mobile phone telecommunication along with different influencing factors involved in the purchase of mobile telephone connections. This thesis discusses corporate branding from consumer’s point of view that how much they value it and what type of role it has.

This is a quantitative study. A questionnaire is used in order to investigate corporate branding and other influencing factors involved in purchase decision of the customers. Population selected for this study is “Students of Halmstad University”, who are studying here.

The analysis of this study reveals different set of results while making comparison between literature and empirical. It investigates the relative importance of the corporate branding to the customers in mobile phone telecommunication industry while making purchase decision.

The finding of this study provided useful information which is helpful not only for the students but also for the brand managers of mobile telecom operators that how they can improve their company’s strategic position for longer period of time through corporate branding to trigger more customers and for a good brand.

Place, publisher, year, edition, pages
Högskolan i Halmstad/Sektionen för Ekonomi och Teknik (SET) , 2008.
Keywords [en]
Corporate branding, Services & Quality, Loyalty & Trust, Price, Switching and Mobile Telecom service providers
Identifiers
URN: urn:nbn:se:hh:diva-1600Local ID: 2082/1981OAI: oai:DiVA.org:hh-1600DiVA, id: diva2:238818
Uppsok
Social and Behavioural Science, Law
Available from: 2008-06-25 Created: 2008-06-25 Last updated: 2008-06-25

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fulltext(589 kB)5954 downloads
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File name FULLTEXT01.pdfFile size 589 kBChecksum MD5
ef0822064f117ace7156c29154dce6bd90f040d76a33b889a73781bea0f0f55176e3413846d4a5117140d7bbb5131f8f82cfe9b49cd32430741cabbbe4e146478cb9d333875574958f71977183399642
Type fulltextMimetype application/pdf

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School of Business and Engineering (SET)

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf