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Topic: Technology
Number of pages / Number of words: 3 / 631
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What do you think has contributed to the success of HTC over a relatively short period of time? To what extent has this success been attributed to just the functional properties of the HTC phone as compared to more favorable perceptions and attitudes towards the HTC brand? Which is more important and why? Discuss...


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Consumers develop perceptions and attitudes towards brands. Use any one concept of perception and any one concept of attitudes discussed in the chapter and apply this to the process of understanding consumer evaluation and buying behaviors in relation to the purchase of smart phones such as the iPhone or the HTC Touch...


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