Beschreibung
The research looks at why people purchase certain products and if factors such as age change the way in which brands and products are perceived and bought. This research question will be applied to the American electronics company Apple. Products that will be focused upon are the iPod, iPhone and MacBook. The brand of will be looked at to identify its effects on consumer purchasing, and uncover what it is that motivates potential and current customers to purchase these branded products.
Autorenporträt
Tom's work has been widely published in the form of journal papers, book contributions, refereed proceedings, refereed conference papers and technical papers. He has supervised research students, acted as external examiner on undergraduate and postgraduate programmes, examined PhDs and MPhils and has reviewed many key journals.
