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Lealdade à marca em marcas de smartphones

Lealdade à marca em marcas de smartphones

Said Tezel

52,74 €
IVA incluido
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Editorial:
KS OmniScriptum Publishing
Año de edición:
2025
Materia
Ventas y marketing
ISBN:
9786208957483
52,74 €
IVA incluido
Disponible

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Sobre IBD

O objetivo desta pesquisa é identificar as variações na fidelidade à marca entre utilizadores de diferentes marcas de smartphones, levando em consideração os conceitos de fidelidade à marca, satisfação, confiança, apego à marca, experiência anterior, envolvimento com a categoria do produto e envolvimento com a comunidade da marca. Como parte da natureza exploratória da pesquisa, foi elaborado um questionário quantitativo online que mediu as preferências de marca dos utilizadores de smartphones, ciclos de atualização, satisfação, envolvimento com a categoria do produto, envolvimento com a comunidade da marca, apego à marca e fidelidade à marca.

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