Percorrer por autor "Vaz, Pedro Rodrigues"
A mostrar 1 - 1 de 1
Resultados por página
Opções de ordenação
- Ingredient branding influence on purchase intention and willingness to pay : the smartphone case in PortugalPublication . Vaz, Pedro Rodrigues; Crispim, NunoThe smartphone industry has been through a drastic revolution. Recent smartphones greatly outperform outdated models, offering a wide range of new functionalities. However, the once fast-growing industry is now facing a slower growth, despite continuous significant investment in R&D. Consequently, even the biggest players are losing market share and striving to differentiate themselves in such a competitive market. Now, more than ever in the industry, it is very important to understand what exactly consumers are looking for in a smartphone, what they give value to and what features they are willing to pay for. The aim of this Research is to test the potential of the Ingredient Branding strategy on Smartphones as well as provide Brands with insights on the most valued characteristics. First, the Factors that influence Smartphone Purchase Intention are validated. Then, two scenarios are compared, with and without a branded ingredient, and the differences are analyzed. The methodology used comprised both qualitative and quantitative data from In-Depth Interviews of 5 different Smartphone User Profiles, gathered in a survey with 240 valid respondents. All the analysis was supported with a detailed analysis of the existing literature on the Factors affecting Smartphone Purchase Intention and Ingredient Branding: its positive and negative effects. The main findings suggest that consumers are willing to pay a Price Premium for smartphones with Branded ingredients and that the association of a smartphone with an high quality Brand increases its evaluation, giving strength to the theory of the positive spillover effects of ingredient branding when using high quality Brands, that have been studied over the years in different products and industries.