Influence of Branding on Consumer Purchasing Behaviour: A Case Study of Apple IPhone

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Provided by: IJOAR
Topic: E-Commerce
Format: PDF
As a complicated matter the buying behavior of consumers depends and influences by a variety of matters. Social, cultural, psychological and personal factors in a broad sense influence consumers to purchase goods and services. In this regard, the role of product brands in the purchasing decision of consumers plays a significant role which is a matter of great interest to investigate. Brands provide "Strong rational and emotional reasons for buying". Brand can be defined as a product "But one which adds many dimension that differentiates it in some way from other products designed to satisfy the same need".
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