Brand Loyalty and Customer Satisfaction Ref: market0007 11,000 words – 44 pages in length Excellent use of marketing models Excellent use of literature Includes full questionnaire Ideal for dissertation / assignment preparation Outstanding piece of work In today’s world, increased competition and the rise in the number of brands has increased the availability of choice for customers. As a result, organisations need to find ways in which to attract new customers, and more importantly to keep existing customers loyal to their products and services, as effective brand loyalty schemes can help companies to achieve competitive advantages. Having a base of loyal customers can let companies capitalise on strategies such as brand extension and market penetration. Therefore, in order to understand brand loyalty and ways in which to achieve it, the relationship between product involvement and brand loyalty have to be investigated. Chapter 1 Introduction Objectives Structure of the dissertation Chapter 2: Industry / literature background Review of product involvement Review of Brand loyalty Review of Customer Satisfaction Market types Chapter 3: Research Methodology Classifying high and low involvement products Research Hypothesis Measurement of Brand Loyalty Primary Research Approaches Quantitative techniques Sampling Chapter 4: Results Brand loyalty for watches and shampoo Correlation between Customer satisfaction and brand loyalty Analysis Chapter 5: Conclusion Implications for managers Research Limitations Research Recommendations Bibliography Appendices Research procedures Questionnaire 
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