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Online Brand Communities - a Route to Brand Loyalty?
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
2013 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Purpose: The purpose of this thesis is to investigate if the use of online brandcommunities helps sporting goods brands in building brand loyalty.

Frame of Reference: The frame of reference begins with a presentation of brands leading upto brand equity and subsequently brand loyalty. The second part of thissection begins with a presentation regarding marketing communication,the promotional mix and online communities. Finally, brand loyalty andonline community is merged together into a presentation of brandloyalty in online brand communities.

Method: The purpose is examined through comparing secondary data withquantitative collected data about community members’ purchasingbehaviour prior and after joining a sporting goods brand community.

Empirical Framework: In this part the results of the online questionnaire is presented.

Conclusion: The survey concludes that sporting goods brands' online brandcommunities have a positive impact and suggestions on further researchare presented.

Place, publisher, year, edition, pages
2013. , 54 p.
National Category
Business Administration
URN: urn:nbn:se:hh:diva-23231OAI: diva2:635284
Subject / course
International Marketing
Available from: 2013-07-29 Created: 2013-07-03 Last updated: 2013-07-29Bibliographically approved

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