Publicação
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?
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | |
| dc.contributor.advisor | Schmitt, Daniela | |
| dc.contributor.author | Massa, Maria Inês Nunes | |
| dc.date.accessioned | 2026-03-04T10:59:37Z | |
| dc.date.available | 2026-03-04T10:59:37Z | |
| dc.date.issued | 2025-01-22 | |
| dc.date.submitted | 2025-01-22 | |
| dc.description.abstract | 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. | eng |
| dc.identifier.tid | 204130638 | |
| dc.identifier.uri | http://hdl.handle.net/10362/200943 | |
| dc.language.iso | eng | |
| dc.relation | UID/ECO/00124/2013 | |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | |
| dc.subject | : E-readers industry | |
| dc.subject | Consumer preferences | |
| dc.subject | Consumer perceptions | |
| dc.subject | Brand positioning | |
| dc.subject | Portugal | |
| dc.subject | Digital reading | |
| dc.subject | Marketing research | |
| dc.subject | E-books subscription service | |
| dc.title | 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? | eng |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| thesis.degree.name | A Work Project, presented as part of the requirements for the Award of a Master’s degree in Management from the Nova School of Business and Economics |