|Institution:||Högskolan i Halmstad|
|Keywords:||Brand Reputation, Mobile Telephones, International Marketing; Marketing; Marknadsföring; Social and Behavioural Science, Law; samhälle/juridik|
|Full text PDF:||http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-763|
This thesis is concerned with measuring the extent to which the market of mobile telephone companies is influenced by their brand reputation in international marketing. The analysis investigates the relative importance of brand reputation in the marketing of products in the mobile telephone industry. The work comprises a study within the context of a quantitative survey of marketing information analysis. A survey is carried out by administering questionnaires on a sample of mobile telephone users within the ages of 18 and above from an international student environment at Halmstad University. Watching over your brand reputation is rationally the ideal means of benefiting from a companies brand equity management. The findings provided useful information that may serve mobile telephone companies to strategically position themselves in the competitive international market, thereby improving their overall sales as well as market share. It can equally serve as decision guidelines to brand managers while making meaningful contributions to their companies.