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tudy, however, we examine the overall quality of a notebook brand in two dimensions: service and product quality. Although the service quality literature further suggests that service quality can be conceptualised into multiple constructs, it is beyond the scope of this study. In this study, the conceptualisation of quality into two dimensions mostly follows recent studies that revealed high quality of both services and products enhances brand image (Nguyen & LeBlanc 1998; Wang et al 2003; Zins 2001).

The reputation associated with a brand name is nearly in relation to the perceived quality of the product or service (Aaker & Keller 1990; Shapiro 1983; Zeithaml 1988). Moreover, Yoon et al. (1993) suggest that a company's or brand's reputation can be communicated effectively to its target audiences by high quality of its products or services. Tellis et al (2008) investigate nineteen categories in the high-tech market and indicates that markets are generally efficient resulting from both quality and network effects influencing market share flows. Not surprisingly, market share leadership changes often. They concluded that switches in quality leadership is nearly followed by switches in share leadership since the best quality brands dominate the market and network effects increase the positive effect of quality.

However, Hamann et al.'s (2007) research reveals that quality has actually become less important in consumer purchasing decisions for high-tech products. Consumers seem have become used to similar levels of performance among products reaching industry standards. An emotional sense of belonging and prestige are the outstanding factors.

Brand Image

A favourable reputation or image of a brand has been conidered a valuable competitive advantage for a company (Wuk Kwun & Oh 2007; Ind 2003). Kotler (1991) defines brand image as 'the set of beliefs held about a particular brand', while Aaker (1996) and Keller (1993) refers to brand image as a set of associations held in consumer memory, organised in some meaningful way ,and should be unique (exclusive), strong (salient), and positive (desirable) (Kapferer 2004b).

There is a school of literature regarding brand image as being directly related to the product category. According to Martinez & de Chernatony (2004), there was a protocol created by Low and Lamb (2000) for assessing brand image based on the product category which has been employed in different ways in various studies (Hogg et al 2000; Hsieh 2002; Faircloth et al 2001). These studies have established that not only physical attributes of products but also the emotional, functional and self-expressive benefits. The method of measuring brand image by physical, functional and emotional attributes will be used to what refer to as product brand image in this project.

As to business, this development demands strong brands, which gain people's trust while offering perfect solutions to consumers. In fact, many successful companies founded in the past, such as Coca Cola, managed to establish a strong brand in the consumer's mind and become market leaders in their own market segment. Similarly, brands in the high-tech本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。