EXAMINING THE ANTECEDENTS OF TWEENS´ BRAND PREFERENCE FOR MOBILE NETWORK CHOICE DECISIONS

Amélia Brandão, Mariana Figueirdeo, Mahesh Gadekar

LanguageENG
URLhttp://db.koreascholar.com/Article/Detail/351727

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Global Marketing Conference

2018 Global Marketing Conference at Tokyo (2018.07)
pp.1271-1282

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

Abstract

This research was conducted to examine factors affecting tweens´ brand preference for mobile network choice decisions. The results suggest that mobile network providers’ attributes, satisfaction and perceived risk have significant impact on brand preference. Further, tweens´ choices are more likely to be affected by the choices of other people within their local (district) geographic area.

Keyword

brand preference mobile network choice decisions tweens consumer behavior.

Table Content

ABSTRACT
Introduction
Theoretical background
  Tweens, brands and consumer socialization
  Brand preference and mobile network choice
Network effects
  Network effects
  Impact of brand awareness antecedents on brand preference
  Impact of service value attributes on brand preference
  Impact of mobile service providers’ attributes on brand preference
  Impact of consumer attributes antecedents
Methodology
  Survey sample and data collection
  Data analysis
  Regression Analysis
  Discussion and conclusions
References

Author

Amélia Brandão(University of Porto, Portugal)
Mariana Figueirdeo(University of Porto, Portugal)
Mahesh Gadekar(International School of Business & Media, India)

KOREASCHOLAR

EXAMINING THE ANTECEDENTS OF TWEENS´ BRAND PREFERENCE FOR MOBILE NETWORK CHOICE DECISIONS