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| Author: | Petruzzellis, L. |
| Title: | Mobile phone choice: technology versus marketing. The brand effect in the Italian market |
| Journal: | European Journal of Marketing
2010 : VOL. 44:5, p. 610-634 |
| Index terms: | brands mobile phones consumer behaviour Italy |
| Language: | eng |
| Abstract: | The focus of the study is to determine whether technology nowadays is overcome by customer preferences and needs. The role of the brand is to be analysed with respect to its influence in shifting customer preferences from the technical performances to the emotional ones. The findings of this study show various dimensions relevant in consumer minds when considering decisions regarding technological products. Brand attitudes seem to relate positively to consumer intention to purchase specific mobile phones over others. |
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