無中文摘要

Based on the increasing used of smartphones, the polarization of the brands, and the increase in the demand for the devices specially in Asia, it is necessary to analyse which factors are important for an Asian market like Taiwan when deciding to purchase one smartphone over another, but analysing it from the perspective of the brand and brand theory tools.
The present research conducted a series of 29 interviews with a group of participants that can be taken as representative for the smartphone industry. Those interviews conducted were recorded and transcript to written version in order to analyse them more effectively with “open coding” tools. At the same time, other sources of information were help when investigating the topics, like observation and extra material referring to aspect analysed in the research.
After compiling all the information from the interviews, the researcher conducts a proper analyses of the data and presented it in a form of graphic illustration with the distribution of the answers the participants gave, and also presenting some specific quotes that represent in an accurate way the thought that they have over some particular topics and questions.
Finally, the researcher presented a series of results that are in line with the initial expectations of the research and respond properly our research questions, allowing us to identify a clear connection between the brand name and the purchase behaviour that Taiwanese have when they decide to purchase certain model of smartphone.

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