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Brand Loyalty: An Exploratory Research on the Relationship between Low Product Involvement and Brand Loyalty
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2015 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

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.
Keyword [en]
Brand loyalty, product involvement, behavioral brand loyalty, cognitive brand loyalty, and emotional brand loyalty
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-45557OAI: oai:DiVA.org:lnu-45557DiVA: diva2:843071
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Presentation
2015-06-03, 15:56 (English)
Supervisors
Examiners
Available from: 2015-08-05 Created: 2015-07-25 Last updated: 2015-08-05Bibliographically approved

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fulltext(1288 kB)787 downloads
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Nilsson, IsacIngemansson, ViktorVllasalija, Dasaret
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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
  • text
  • asciidoc
  • rtf