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dc.contributor.authorHugues, Petrinien
dc.date.accessioned2011-05-04T14:23:54Z
dc.date.available2011-05-04T14:23:54Z
dc.date.issued2010
dc.identifier.citationPetrini, H. (2010). An investigation based on brand awareness in the video-games industry. Bachelors Final Year Project, Dublin Business School.en
dc.identifier.urihttp://hdl.handle.net/10788/100
dc.description.abstractPurpose : The paper aims to investigate brand equity in the Video-Games Industry. The objectives are, to find out what the most known brands are, if there is a difference in level of awareness between France and Ireland and finally, if different level of exposure to marketing communication messages influence brand awareness and consumer patterns in the two regions. Methodology: A mixed approach is used, combining quantitative and qualitative research methods in order to get a comprehensive view over customer buyer behavior and brand awareness in the two investigated region. Furthermore, stores have been observed and some interviews have been done. research limitations: It is not possible to generalize due to the limited scope of primary data research. Only one region of a country has been surveyed and investigated. The research are focused on male teenagers (16-18) and 60 people have been asked to fill out the questionnaire. Three different stores of the main brands (market leaders) have been observed and each manager has been interviewed. It’s possible to draw conclusions about a country.en
dc.language.isoenen
dc.publisherDublin Business Schoolen
dc.rightsItems in Esource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder.en
dc.rights.urihttp://esource.dbs.ie/copyrighten
dc.subjectMarketingen
dc.subjectMarketing researchen
dc.titleAn investigation based on brand awareness in the video-games industryen
dc.typeFinal Year Projecten
dc.rights.holderCopyright: The authoren
dc.type.degreenameBA (Hons) in Marketingen
dc.type.degreelevelBA (Hons)en


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