Ningrum, Junita Putri Kusuma and Reese, Matthias (2016) Analysis Of Gender Difference Towards Apple’s Brand Image. Bachelor thesis, Swiss German University.

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Abstract

Technology has become inseparable in our daily life. People can’t live without electronic gadgets. Multiple of choices for electronic gadgets are available in the market for the public such as LG, Samsung, Apple, Sony, etc. Brand is one of the key factors for consumer to differentiate a company from its competitors. Apple is one the leading company in electronic gadget market. They’re not just successful in developing great products, and generating positive association with their brand. Despite its more expensive prices, people still love to use Apple products anyway. Therefore researcher is curious about how consumers perceived Apple’s brand image, and to see if there’s any differences between males and females in perceiving Apple’s brand image, specifically for university students in South Tangerang. From this research, researcher found out that males and females do have differences in perceiving Apple’s images in terms of usages, price, distribution, experiental benefit and symbolic benefit.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Gender Differences; Brand Image; Apple; Electronic Gadgets
Subjects:	H Social Sciences > HF Commerce > HF5823 Branding (Marketing) H Social Sciences > HQ The family. Marriage. Woman > HQ1075 Gender
Divisions:	Faculty of Business Administration and Communication > Department of Communication and Public Relations
Depositing User:	Astuti Kusumaningrum
Date Deposited:	19 Oct 2020 15:03
Last Modified:	19 Oct 2020 15:03
URI:	http://repository.sgu.ac.id/id/eprint/929

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