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E-readers industry: what are the perceptions of the Portuguese users on e-readers devices and how can brands leverage them in their positioning strategies?
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The individual research of this project focuses on developing a cohesive literature review of key trends and themes around the e-reader industry, while focusing on theories capable of modelling consumer decision-making processes, technology acceptance, and brand positioning, in the market under analysis. Furthermore, the study also highlights the rise of digital subscriptions, acknowledging the current research gap regarding e-reading subscription services. Finally, it analyzes high-tech brand positioning strategies in a way capable of informing strategic recommendations for enhancing brand positioning and consumer engagement.
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: E-readers industry Consumer preferences Consumer perceptions Brand positioning Portugal Digital reading Marketing research E-books subscription service