Polish Young Consumers’ AttitudesTowards Mobile Phone Brands

Dawid Gajda
Additional contact information
Dawid Gajda: Faculty of Management, University of Warsaw, Warsaw, Poland

Journal of Marketing and Consumer Behaviour in Emerging Markets, 2020, vol. 2, issue 11, 4-15

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.

Keywords: brand; brand image; consumer attitude; mobile phone market problems; avoiding barriers (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.wz.uw.edu.pl/portaleFiles/5708-journal- ... 2(11)-2020_Gajda.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sgm:jmcbem:v:2:i:11:y:2020:p:4-15

Access Statistics for this article

More articles in Journal of Marketing and Consumer Behaviour in Emerging Markets from University of Warsaw, Faculty of Management Contact information at EDIRC.
Bibliographic data for series maintained by ().