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The Impact Of Mass-Customization On Brand Loyalty
Mid Sweden University, Faculty of Human Sciences, Department of Business, Economics and Law.
2014 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The main purpose of the present thesis was to examine, if the concept of masscustomizationin the sports-apparel industry can influence the level of brand loyalty.The fundamental problem of the decreasing level of brand loyalty in the markets hasto be solved by more consumer-oriented marketing concepts. According to theauthor, the concept of mass-customization can be an important step to create highervalue for the consumer. However, almost all past studies, concerning masscustomizationwere focused on the company-perspective and the differentapproaches to implement the concept in the corporate structures. Therefore thisresearch is focused on the attitude of the customers towards this concept and how itcan influence the loyalty level. By the help of a conducted survey of students, theauthor detect the significance of the mass-customization concept in nowadaysmarket situation and the level of brand loyalty in the purchasing behavior. Within theresearch it has been proved, that the mass-customization has certain impacts on thelevel of brand loyalty. Although the level of experience with this concept is quite low,due to the low penetration into the market, the general interest and the previouspositive experiences leads to the presumption that in the future, the concept canstrongly influence the loyalty level of the consumer.

Place, publisher, year, edition, pages
2014. , 62 p.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:miun:diva-22449Local ID: FE-V14-G3-003OAI: oai:DiVA.org:miun-22449DiVA: diva2:732875
Supervisors
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Available from: 2014-07-07 Created: 2014-07-07 Last updated: 2014-07-07Bibliographically approved

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  • apa
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