000			01623nam a22001457a 4500
008			211026b ||||| |||| 00| 0 eng d
100			_aABRAHAM, VICTOR OPEOLUWA _98991
245			_aTHE INFLUENCE OF MOBILE PHONE BRANDING ON CONSUMER BUYING BEHAVIOUR: A STUDY OF UNIVERSITY OF LAGOS (UNILAG) STUDENTS
250			_aDr. Kenneth Udeh
260			_aIbafo _bMass Communication _c2021
300			_avii,; 81p.
520			_aMobile phones are one of the most popularly adopted digital devices in modern households and are an integral part of our everyday lives. Today, there are multiple mobile phone brands available to consumers. Branding is a tool used by mobile phone companies to differentiate their products, attract consumers and even retain loyal consumers. Mobile phone companies spend heavy resources in the effort to portray their respective brands as the most superior in the market.. A major target market for mobile phone brands are young adults. Hence, this study is aimed at investigating the influence of mobile phone branding on consumers buying behaviour with a particular focus on UNILAG students. The indelible mark of branding on mobile phone exerts a great influence on a brand’s purchase value and ultimately propels action in the prospective consumer. The concept of consumer buying behaviour essentially depends on a lot of impending factors that are primarily tied to branding techniques and motives, mobile phone brands should push out their unique selling proposition to the potential target audience and monitor to see it have total influence.
650			_aMass Communication _91452
942			_cTHS
999			_c6484 _d6484