Brands and competing factors in purchasing hand phones in the Malaysian market

• Main Authors: Rahman, Mahfuzur, Ismail, Yusof, Albaity, Mohamed, Isa, Che Ruhana
• Format: Article
• Language: English
• Published: Korea Distribution Science Association 2017
• Subjects: HF5549 Personnel management
• Online Access: http://irep.iium.edu.my/68571/1/Mahfuzur%20Rahman%2C%20Yusof-Brands-Journal%20of%20Asian%20Finance%202017.pdf; http://irep.iium.edu.my/68571/; https://umexpert.um.edu.my/file/publication/00004718_158868_70202.pdf
• Institution: Universiti Islam Antarabangsa Malaysia

Hand phones are standard paraphernalia among university students. Factors that motivate them to own the gadget would be of interest to both the students as well as marketers. Hand phone usage is an unexamined field in academic literature, this exploratory study attempts to investigate student purc...