Factors influencing purchase intention of smartphone among youth adult based on brand equity perspective / Renie Rezeman

• Main Author: Rezeman, Renie
• Format: Student Project
• Language: English
• Published: 2014
• Subjects: Branding (Marketing); Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling; Pricing; Youth
• Online Access: https://ir.uitm.edu.my/id/eprint/72063/1/72063.pdf; https://ir.uitm.edu.my/id/eprint/72063/

There are several dimensions of brand equity that can influence the purchase intention of smartphone among young adults. However, the factor that may influence male purchasing intention based on brand equity perspective is still unclear, especially among the young adults in Kota Kinabalu area. There...