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Branding; Brand means to customer: A case study of Apple Ltd.

Teacher Comments (This paper needs to be re-written and developed. It presents a confusing case of a quantitative study in the gestalt of a qualitative study. It uses a deductive and explicitly positivist approach, hypothesis-building and testing, data collection via questionnaire and quantitative analysis. The argument that convenience sampling is required for qualitative research further indicates confusion. Please focus your research question and/or purpose and perform a qualitative study in this advanced qualitative methods course).