Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/311512 
Authors: 
Year of Publication: 
2020
Citation: 
[Journal:] Journal of Marketing and Consumer Behaviour in Emerging Markets (JMCBEM) [ISSN:] 2449-6634 [Issue:] 2 [Year:] 2020 [Pages:] 4-15
Publisher: 
University of Warsaw, Faculty of Management, Warsaw
Abstract: 
Consumers' attitudes are determined by many factors, one of which is a product brand. The objective of the paper is to present young consumers' attitudes towards mobile phone brands. The ABC model of attitudes is the theoretical framework for the study. The research method was a paper-and-pencil survey (PAPI) on the sample of 250 respondents aged 18-25. The research showed that it is just the name of the brand that can affect consumers' attitudes. It is a derivative of associations with the brands. The value of the attitude components is differentiated by brands. The affective component appeared to be the most important and the cognitive component - the least important. The findings show that gender and brand of respondents' mobile phones also differentiate the importance of components of young consumers' attitudes on the mobile phone market. Limitations and recommendations for further research are presented as well.
Subjects: 
brand
brand image
consumer attitude
mobile phone market
JEL: 
M31
M37
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

Files in This Item:
File
Size





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.