Brand Loyalty and Customer Satisfaction (2006)

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.

  • 10,000 words – 44 pages in length
  • Excellent use of marketing models
  • Excellent use of literature
  • Includes full questionnaire
  • Outstanding piece of work
  • Ideal for marketing students

1: Introduction
Structure of the dissertation

2: Industry and literature background
Review of product involvement
Review of Brand loyalty
Review of Customer Satisfaction
Market types

3: Research Methodology
Classifying high and low involvement products
Research Hypothesis
Measurement of Brand Loyalty
Primary Research Approaches
Quantitative techniques

4: Results
Brand loyalty for watches and shampoo
Correlation between Customer satisfaction and brand loyalty

5: Conclusion
Implications for managers
Research Limitations
Research Recommendations


Appendix Section

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