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?

Schmitt, DanielaMassa, Maria Inês Nunes2026-03-042026-03-042025-01-222025-01-22http://hdl.handle.net/10362/200943The 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: E-readers industryConsumer preferencesConsumer perceptionsBrand positioningPortugalDigital readingMarketing researchE-books subscription serviceE-readers industry: what are the perceptions of the Portuguese users on e-readers devices and how can brands leverage them in their positioning strategies?master thesis204130638