Purpose - This study was aimed to find out factors affecting customer's preferences to buy cellular phone for local versus international brands. The increasing use of mobile phones and existence of several cell phone brands with number of features enhances the researcher to study the factors...

This study analyzes customers brand recall and its elements including brand awareness, brand association, and brand recognition. The purpose of this research is to identify the impact of brand recall on customer purchase intention. In this research we also identify the relationship between the...