Brand Loyalty: An Exploratory Research on the Relationship between Low Product Involvement and Brand Loyalty
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Brand loyalty is becoming increasingly important for brands in the competitive market. To get brand loyal customers is something that every brand should strive for, since they are a great source of possible income. Getting customers involved in a brand is a way to create brand loyalty. Customers have stronger reactions when exposed to a brand and, therefore, involvement is often seen as an important step in a company’s brand strategy.
Place, publisher, year, edition, pages
2015. , 60 p.
Brand loyalty, product involvement, behavioral brand loyalty, cognitive brand loyalty, and emotional brand loyalty
IdentifiersURN: urn:nbn:se:lnu:diva-45557OAI: oai:DiVA.org:lnu-45557DiVA: diva2:843071
Subject / course
Business Administration - Marketing
Marketing Programme, 180 credits
2015-06-03, 15:56 (English)
Magnusson, Viktor, Universitetsadjunkt
Devine, Åsa, Lektor