HIGHLIGHTS
- who: Margarida Almeida et al. from the University of Aveiro, Aveiro, Portugal have published the paper: Samsung vs. Apple: How Different Communication Strategies Affect Consumers in Portugal, in the Journal: (JOURNAL) of 29/Dec/2020
- what: A survey was conducted and the responses of 700 individuals who reside in Portugal were analysed through descriptive and inferential (chi-square test of independence) statistics. In the present study, Apple's and Samsung's different communication strategies are compared, including how these strategies are perceived by customers in Portugal. The survey had rating scale questions, questions with yes . . .
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