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Research papers

Beyond form and features

In today's fast changing mobile handset market, do consumers pay attention to brand? How easily will consumers give up their current handsets to adopt newer models?The authors analyze consumer preference data to uncover how brand impacts consumer...

Catalogue: ESOMAR Telecommunications Marketing Conference 2004
Authors: Leslie Rimmer, Tom Adler, Nelson Whipple
November 7, 2004
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Citation

Rimmer, Adler and Whipple (2004a, November 07). Beyond form and features. ANA - ESOMAR. Retrieved May 27, 2024, from


https://ana.esomar.org/documents/beyond-form-and-features