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The Interplay Between Brand Loyalty and Brand Satisfaction: A qualitative study of consumers in the clothing industry
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2017 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This thesis focuses on clarifying how brand loyalty interplays with brand satisfaction. As most research conducted on this subject have been quantitative, this study takes a qualitative approach as a way to further describe the interplay on an individual level in a specific context, in this case the clothing industry. It has been conducted through semi-structured interviews, using seven heterogeneously brand loyal informants who answered questions concerning their brand satisfaction and brand loyalty towards brands within the clothing industry. The results demonstrates that there are significant differences in the interplay on the individual level, though most of these can be explained through previous research. Furthermore, there is considerable differences between interplay that can be explained by the brand loyalty levels of the informants. The interplay was clear amongst manifestly brand satisfied consumers. Subcategories to mental brand loyalty influenced both brand loyalty and brand satisfaction and the identification-subcategory had a distinct influence on the reasoning of all consumers.

Place, publisher, year, edition, pages
2017. , p. 42
Keywords [en]
​ Brand loyalty, brand satisfaction, mental brand loyalty dimension, behavioural brand loyalty dimension, manifest brand satisfaction, latent brand satisfaction, disconfirmation paradigm
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-315714OAI: oai:DiVA.org:uu-315714DiVA, id: diva2:1075434
Subject / course
Business Studies
Educational program
Bachelor Programme in Business and Economics
Supervisors
Available from: 2017-02-20 Created: 2017-02-20 Last updated: 2017-02-20Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
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