Miller, Karen and O'Cass, Aron (2006) Developing positive consumer attitudes: examining attitudes towards mobile phone brands. In: ANZMAC 2006: Advancing Theory, Maintaining Relevance, 4-6 Dec 2006, Brisbane, Australia.
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Understanding and working towards developing positive attitudes has been an area of consumer research that has received much attention. This study contributes to consumer research by examining the influence of brand status, brand significance and brand value on the development of positive attitudes towards brands. Groups of generation Y, Australian mobile phone users were surveyed and it was found that brand significance more strongly influenced brand value and attitude toward the brand, than the influence of brand status; and that this effect was stronger in the market leader, Nokia, than for a market follower, Samsung.
|Item Type:||Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)|
|Additional Information:||Authors retain copyright.|
|Uncontrolled Keywords:||brand value; brand attitude; generation Y consumers; mobile phone consumers; brand status; brand significance|
|Fields of Research (FOR2008):||15 Commerce, Management, Tourism and Services > 1505 Marketing > 150504 Marketing Measurement|
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150501 Consumer-Oriented Productor Service Development
|Subjects:||350000 Commerce, Management, Tourism and Services > 350200 Business and Management > 350204 Marketing and Market Research|
|Socio-Economic Objective (SEO2008):||B Ecomonic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing|
|Deposited On:||01 Feb 2010 14:47|
|Last Modified:||29 Feb 2012 14:22|
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