TITLE

DETERMINATION OF BRAND LOYALTY FACTORS AGE GROUP-18-24

AUTHOR(S)
Srivastava, R. K.
PUB. DATE
January 2007
SOURCE
Academy of Marketing Studies Journal;Jan2007, Vol. 11 Issue 1, p1
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
This paper reports the results of a study of factors determining brand loyalty within the 18-24 age groups. This paper reports the results of a study of brand selection and loyalty within in 150 members of the 18-24 age groups. The study explores brand loyalty behavior across different product categories, and investigates the dimensions that drive loyalty behavior within this age group. First, the construct of brand loyalty is defined, followed by an overview of key research in the area. Finally, the study itself is detailed. The study concludes that there is a significant difference in the degree of brand loyalty exhibited by the 18-24-year-old respondents across product categories. The dimensions of brand selection also vary by product type. Brand Loyalty in terms of quality, novelty and reputation influence was evident in coffee and toothpaste purchase, with brand as a reflection of self-image being something that is important to mobile handset brands.
ACCESSION #
31690642

 

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