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Brand loyalty towards cell phones: A study of Generation Y in Sweden
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
2014 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this thesis is to find if the Swedish Generation Y is more brand loyal to cell phones compared to other consumerelectronic, and to find out if some set factors of loyalty affects Generation Y's loyalty more than other. 

The conclusion of this thesis is that Generation Y is more loyal to their cell phone brand compared to other consumer electronics, and that the set factors presented are affecting their brand loyalty to different extent.

Place, publisher, year, edition, pages
2014. , 64 p.
Keyword [en]
Brand, Brand Loyalty, Generation Y, Perceived brand quality, Brand image, Brand experience, Customer satisfaction, Customer retention and Switching costs
National Category
Business Administration
URN: urn:nbn:se:hh:diva-25729OAI: diva2:726496
Subject / course
2014-05-27, P219, 14:15 (Swedish)
Available from: 2014-07-07 Created: 2014-06-18 Last updated: 2014-07-07Bibliographically approved

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Bachelor Thesis Birkedal Meister(637 kB)380 downloads
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Type fulltextMimetype application/pdf

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Birkedal, MicaelaMeister, Gabrielle
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