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C/M/1276. Dissertation. Influence of Marketing on Brand Perception: Case Study of Vodafone

WORDS:
11700
DATE:
2009
PRICE:
119.99 GBP

The dissertation investigates the influence of marketing on the perception of brand conducting a case study of Vodafone brand endorsement by David Beckham. Literature is reviewed on the background of Vodafone, the UK mobile phones industry, Vodafone’s marketing strategies, the theory of brand including brand creation and revitalisation through marketing, celebrity endorsement, etc. The methods of the research include primary data collected from a questionnaire and interviews with UK university students aimed to understand their attitudes towards Vodafone brand and its association with David Beckham. Conclusions are made about the relationship between student seniority (post-graduate or under-graduate) and brand perception.

 

KEYWORDS: Dissertation, Marketing, Brand Perception, Vodafone, David Beckham, celebrity endorsement,

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