Characteristics of consumer loyalty: influence of brand image vs product attributes – a study of hand soap brands in the United Kingdom
Aim of the research:
To determine which impact has more significance to consumer loyalty: brand image or product attributes in a context of hand soap brands in the United Kingdom.
Which impact, brand image or product attributes have a more significant effect on consumer loyalty, when it comes to choosing a hand soap brand?
Structure of the paper:
2. Literature review
3.1 Research Philosophy
3.2 Research Approach
3.3 Research Strategy
3.4 Research Methods
3.6.1 Sample size
3.8 Data analysis
3.10 Limitations of research approach/methods
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