Polish Young Consumers’ Attitudes Towards Mobile Phone Brands
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 sur...
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| Format: | Article |
| Language: | English |
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University of Warsaw
2020-01-01
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| Series: | Journal of Marketing and Consumer Behaviour in Emerging Markets |
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| Online Access: | https://press.wz.uw.edu.pl/jmcbem/vol2020/iss2/1/ |
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| _version_ | 1850066865067393024 |
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| author | Dawid Gajda |
| author_facet | Dawid Gajda |
| author_sort | Dawid Gajda |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-fe4594c01b0d496e9b5be337d7f6ff50 |
| institution | DOAJ |
| issn | 2449-6634 |
| language | English |
| publishDate | 2020-01-01 |
| publisher | University of Warsaw |
| record_format | Article |
| series | Journal of Marketing and Consumer Behaviour in Emerging Markets |
| spelling | doaj-art-fe4594c01b0d496e9b5be337d7f6ff502025-08-20T02:48:37ZengUniversity of WarsawJournal of Marketing and Consumer Behaviour in Emerging Markets2449-66342020-01-012020241510.7172/2449-6634.jmcbem.2020.2.1Polish Young Consumers’ Attitudes Towards Mobile Phone BrandsDawid Gajda0https://orcid.org/0000-0002-4094-0027University of Warsaw, Faculty of ManagementConsumers’ 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.https://press.wz.uw.edu.pl/jmcbem/vol2020/iss2/1/brandbrand imageconsumer attitudemobile phone market |
| spellingShingle | Dawid Gajda Polish Young Consumers’ Attitudes Towards Mobile Phone Brands Journal of Marketing and Consumer Behaviour in Emerging Markets brand brand image consumer attitude mobile phone market |
| title | Polish Young Consumers’ Attitudes Towards Mobile Phone Brands |
| title_full | Polish Young Consumers’ Attitudes Towards Mobile Phone Brands |
| title_fullStr | Polish Young Consumers’ Attitudes Towards Mobile Phone Brands |
| title_full_unstemmed | Polish Young Consumers’ Attitudes Towards Mobile Phone Brands |
| title_short | Polish Young Consumers’ Attitudes Towards Mobile Phone Brands |
| title_sort | polish young consumers attitudes towards mobile phone brands |
| topic | brand brand image consumer attitude mobile phone market |
| url | https://press.wz.uw.edu.pl/jmcbem/vol2020/iss2/1/ |
| work_keys_str_mv | AT dawidgajda polishyoungconsumersattitudestowardsmobilephonebrands |