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A comparison between the brand loyalty online towards bank brands and clothing brands
Mid Sweden University, Faculty of Human Sciences, Department of Business, Economics and Law.
2017 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Brand loyalty has had a growing interests among marketing researchers and practitioners in the recent decades. The reasons behind this are the benefits that brand loyalty can generate such as positive word-of-mouth, customer’s willingness to pay more for offers and commitments to repurchase with a brand. Simultaneously, consumers use of companies’ online services increases, which increases the need for companies to understand what makes consumers purchase repeatedly online. Despite this, a limited understanding has been made of the antecedents of brand loyalty with online businesses. In addition, brand loyalty has also been examined in a variety of different industries, but few scholars have made comparisons between different industries’ brand loyalty. More specifically, comparisons between brand loyalty for bank brands and clothing brands. This study therefore aims to gain a deeper understanding of how the antecedents brand communication, brand knowledge, brand trust, and emotional attachment influence brand loyalty. Furthermore, this study also investigates if these antecedents’ relationships with brand loyalty differ between bank brands and clothing brands online. This study has taken a quantitative approach in which 729 Swedish and British University students were assigned a questionnaire that was based on the theoretical background of the study. The results showed that brand trust and emotional attachment had positive and significant relationships with brand loyalty for bank brands. Brand loyalty for clothing brands had positive and significant relationships with brand knowledge and brand trust. The findings contribute to a better understanding of factors affecting brand loyalty for bank brands compared to clothing brands.

Place, publisher, year, edition, pages
2017. , 38 p.
Keyword [en]
Brand Loyalty, Brand Knowledge, Brand Communication, Brand Trust, Emotional Attachment, Bank Brand, Clothing Brand.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:miun:diva-31427OAI: oai:DiVA.org:miun-31427DiVA: diva2:1134198
Subject / course
Business Administration FE1
Educational program
Master programme (one year) in Business Administration, Marketing and Management SFMMA 60 higher education credits
Supervisors
Examiners
Note

Betyg C, inlagt 170601

Available from: 2017-08-18 Created: 2017-08-18 Last updated: 2017-08-18Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
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