Este trabajo de investigación se realizó con el fin de determinar el nivel de relación existente entre los programas de fidelización y la intención de compra, específicamente de los supermercados en sus clientes de 25 a 35 años. A través de este trabajo se evaluarán las principales variables del marketing de lealtad que existe entre el consumidor y las diversas estrategias pertenecientes a los programas de fidelización.    Los programas de fidelización son parte de una estrategia de marketing para capturar y retener gran parte de sus clientes a través de tarjetas que permiten acumular puntos tras la compra de productos, cupones, descuentos e incluso canje por otros productos. A partir de ello, esta investigación busca descubrir la relación existente entre estas estrategias generadas por los supermercados que incitan la compra en sus distintos consumidores. / This research work was carried out in order to determine the level of relationship between loyalty programs and the purchase intention, specifically in supermarkets with their clients from 25 to 35 years old. Through this work we will evaluate the main variables of loyalty marketing that exist between the consumer and the different strategies belonging to the loyalty programs. Loyalty programs are part of a marketing strategy to capture and retain a large part of your customers through cards that allow you to accumulate points after purchasing products, coupons, discounts and even exchanges for other products. From this, this research seeks to discover the relationship between these strategies generated by supermarkets that encourage the purchase of their different consumers. / Trabajo de investigación

The purpose of this study was to explore how a consumer's brand loyalty will be affected by a celebrity he/she adores, as the celebrity begins to cooperate with a competitive brand. The methods of this research have been done through qualitative research, and the interviews were conducted in a semi-structured way. The results showed that in a scenario where the respondents' favourite celebrity endorses competitive brands, some consumers will overlook marketing activities from the celebrity that advises them to purchase substitute (competitive) brands. The results showed that some respondents would purchase substitute (competitive) brands and that some would not. However, in most cases the respondent would not last over time as they would go back to the original brand, while others would only stay for as long as the celebrities are in collaboration with the competitive brand. Lastly, in terms of brand loyalty, unexpected findings were found of the research, that the respondent’s loyalty can be negatively influenced if a celebrity’s expertise and its product category are incompatible.

La evolución de los medios online ha ocasionado gran impacto en la comunicación de marca y la participación de las marcas durante los últimos años. De la misma manera, este impacto afecta principalmente a las marcas que ingresan al mercado a través del canal digital utilizando herramientas del marketing en las redes sociales o creando una página web para el crecimiento del negocio. Existe todo un proceso para lograr la recompra de productos y generando así la lealtad de marca de los consumidores siendo este el objetivo principal de las marcas. El presente trabajo de investigación considero que, para lograr este objetivo, se debe conectar con los clientes; es decir, el engagement de la marca que se enfoca en la relación de los clientes con la marca. De esta manera, se crea un vínculo emocional y social, lo cual conlleva a que el consumidor interactúe con la marca mediante el canal online. Se utilizó una metodología de recolección de datos del campo cualitativo y cuantitativo con la finalidad obtener resultados favorables para la investigación. En primera instancia, se llevó a cabo entrevistas a expertos del sector retail de belleza y cuidado personal; se realizó también un focus group con el público objetivo del estudio. La segunda parte, de carácter cuantitativo, se ejecutó encuestas online a usuarias en base a los objetivos específicos de la investigación. / The evolution of online media has had a great impact on brand communication and brand participation in recent years. In the same way, this impact mainly affects brands that enter the market through the digital channel using marketing tools on social media networks or the companies create a website for business growth. There is a whole process to achieve the repurchase of products and thus generating the brand loyalty of the consumers which is the main objective of the brands. The present research work considers that to achieve this objective, the brands must connect with clients; in other words, that means the engagement of the brand which is focus on the relationship of customers with the brand. In this way, an emotional and social bond is created, which leads the consumer to interact with the brand through the online channel. A qualitative and quantitative field data collection methodology was used in order to obtain favorable results for the research. The first part of the study, interviews were conducted with experts from the retail beauty and personal care sector; a focus group was also held with the study's target audience. The second part, of a quantitative nature, was carried out online user surveys based on the specific objectives of the research. / Trabajo de investigación

En el presente trabajo de investigación, tiene como propósito de medir la relación de las dimensiones del Brand Equity (Brand Awareness, Brand Loyalty, Perceived Quality, Brand Associations) con la decisión de compra en empresas de moda sostenible en Lima Metropolitana. Ello responde a la aparición de una nueva corriente, donde los consumidores están optando por organizaciones de moda que se enfocan en el bienestar del medio ambiente. Con respecto a la metodología de investigación, fue de carácter mixto, donde se hizo uso de herramientas tanto cualitativas como cuantitativas. Por un lado, en el estudio cualitativo, se realizaron cuatro entrevistas a expertos en el sector de moda sostenible, seis entrevistas al público objetivo y, por último, un grupo focal. Por otro lado, con la finalidad de contrastar la información brindada por los expertos, se hizo uso de la investigación cuantitativa para darle profundidad y representatividad a la data recolectada. Para ello, se empleó una muestra de 293 usuarias de prendas de vestir de moda sostenible seleccionadas por un muestreo no probabilístico, a las cuales fueron encuestadas por un cuestionario de 37 preguntas. Con todo lo mencionado, se logró concluir que las dimensiones Brand Loyalty y Brand Associations tienen una mayor significancia con respecto a la decisión de compra. / The purpose of this research is to measure the relationship between the dimensions of Brand Equity (Brand Awareness, Brand Loyalty, Perceived Quality, Brand Associations) with the purchase decision in sustainable fashion companies in Lima. This responds to the emergence of a new trend, where consumers are opting for fashion organizations that focus on the well-being of the environment. Regarding the research methodology, which was a mixed nature, where both qualitative and quantitative tools were used. In one hand, the qualitative study, four interviews were conducted with experts in the sustainable fashion sector, six interviews of the target audience and, finally, one focus group. On the other hand, in order to contrast the information provided by the experts, quantitative research was used to give a deeper and representative view on the collected data. For this, we took a sample of 293 users of sustainable fashion clothing selected by a non-probability sample, and they were surveyed by forum of 37 questions. We concluded that the dimensions of brand loyalty and brand associations are have greater importance with respect of the purchase decision. / Trabajo de investigación

The foremost argument of this research is that self concept is of fundamental influence in the choices consumers make when purchasing luxury clothing brands. The objective of this research was to determine the relationships between self concept and the experience, attachment and loyalty that consumers have towards brands. The research further sought to confirm the role that identity theory plays in brand consumption. Sixty-nine respondents were surveyed via an electronic tool to understand how they view the role that self concept plays in the experiences they encounter with clothing brands. Experts were also interviewed to gain deeper insights into brands and the importance that communication and branding strategies play in developing brands for consumption. Ttests and bivariate regression was performed in order to determine relationships amongst the constructs. The findings show that consumers place a relatively high importance on the brand experience and self concept constructs. Marketing and advertising companies have an enormous responsibility to ensure that the right messages are communicated to consumers in order to give consumer a positive brand experience. A robust brand strategy and Communications strategy plays a pivotal role in successful delivery of the essence and image of luxury brands. Identity and self concept theory are central to understanding consumer behaviour and consumption decisions. Copyright / Dissertation (MBA)--University of Pretoria, 2010. / Gordon Institute of Business Science (GIBS) / unrestricted

Vertical brand extensions have been used as popular strategies in the lodging industry. Research on brand extension that is related with brand trust and brand loyalty has been useful in making brand extensions successful. However, previous research focused on aggregated relationships among brand trust, brand loyalty, and brand extension. In addition, it has been found that quality and price distance from a core brand of the brand extension has an impact on the success of the brand extension. Therefore, this dissertation proposes a theoretical model with six hypotheses investigating relationships among brand trust, brand loyalty and brand extension simultaneously. Further, the impact of distance from a core brand (brand distance) on the brand extension was examined. Data was collected using an online panel. A final sample of 396 was used for the data analysis. Structural equation modeling (SEM), a Chi-square difference test, and independent t-tests were utilized to test the hypotheses. The data was randomly split in two. One half of the dataset was used to test a measurement model and the other half of the dataset was used to test a structural equation model. The findings suggested there were positive relationships between brand trust and brand loyalty, brand trust and brand extension, and brand loyalty and brand extension. Furthermore, it was found that brand distance plays a significant role not only on brand extension, but also on the relationship between brand trust and brand extension and the relationship between brand loyalty and brand extension. This study contributes to vertical brand extension literature by providing a theoretical model by which simultaneous relationships among brand trust, brand loyalty and brand extension were investigated with a moderating factor: brand distance. The findings of this dissertation have important managerial implications for lodging industry brand managers. / Ph. D.

Purpose - This study's purpose is to compile literature on consumer behaviour, brand loyalty and equity and to investigate how the ongoing COVID-19 pandemic have affected consumer behaviours, brand loyalty and equity in Sweden.Design/methodology/approach - A theoretical framework was formed by three main concepts, consumer behaviours, brand loyalty and equity. To collect empirical evidence, two qualitative methods were used: (1) semi structured interviews and (2) a focus group. The data manifesto was assessed using manifesto analysis of qualitative data according to Granheim & Lundmans’ (2004) framework. The theoretical framework was used in the analysis and coding of the data.Findings - COVID-19 has brought immediate effects on consumer behaviours such as pent-up demands and embracing digital technology. Brands facing the challenges of adapting to the current environment in order to satisfy current consumers and secure brand loyalty. In this context, most of the companies start developing brand equity online, including online services and digital advertisements. Offline servicescapes have also been changed to fit the current regulations.Research limitations/implications - Quantitative research can be done nationwide to generate a more complete understanding of the whole Swedish market.Originality/value - This study contributes to the literature observing the changes in consumer behaviours, brand loyalty and brand equity during the pandemic period in the Swedish market. Furthermore, the research analyses the relationships among these changes to find the pattern.Keywords - Consumer behaviour, Consumer habits, Customer experience, Brand loyalty, Brand equity, COVID-19 Pandemic.

Brand loyalty is a common theme throughout consumer and market research, yet it has not been a major topic among anthropologists. The research presented here is an anthropological exploration of the social and cultural influences on how a unique demographic - millennial males - view their own loyalty to brands. Through the use of qualitative interviews and online surveys, participants provided insight in to how they viewed their favorite brands and how those brands fit in to their lives. After analysis was done on these interviews a number of themes and degrees of attachment were identified and discussed.

In this study brand loyalty of pharmaceutical livestock products among commercial farmers was measured. The purpose of the study was to assist agribusinesses to identify the dominant determinant when commercial farmers purchase pharmaceutical livestock products from them. The study analysed two marketing mix elements price and product (specifically brand name) in farmer buying behaviour. A structured questionnaire was used to employ an empirical study in a quantitative style to determine the commercial farmers‟ perceptions and buying behaviour when they buy pharmaceutical livestock products. For agribusinesses the study makes it clear where to focus resources and energy in today‟s dynamic, uncertain and competitive environment that agribusinesses operate in, specifically in the North West Province of South Africa. The literature study addressed the brand loyalty constructs and their application in the agricultural market. Resultantly the contribution to the body of knowledge pertains to brand loyalty‟s influence in the marketing strategy (price and brand name). The study also explored opportunities for the successful distribution of pharmaceutical livestock products through agribusinesses. Management of agribusinesses will have to adopt a market-oriented strategy that will assist agribusinesses on various dimensions of performance and will have a significant positive effect on return on assets, sales growth and sustainability. The inputs and assistance of the suppliers and marketers are of utmost importance and will add value to the execution of agribusinesses‟ marketing strategy. / MBA, North-West University, Potchefstroom Campus, 2015

In this study brand loyalty of pharmaceutical livestock products among commercial farmers was measured. The purpose of the study was to assist agribusinesses to identify the dominant determinant when commercial farmers purchase pharmaceutical livestock products from them. The study analysed two marketing mix elements price and product (specifically brand name) in farmer buying behaviour. A structured questionnaire was used to employ an empirical study in a quantitative style to determine the commercial farmers‟ perceptions and buying behaviour when they buy pharmaceutical livestock products. For agribusinesses the study makes it clear where to focus resources and energy in today‟s dynamic, uncertain and competitive environment that agribusinesses operate in, specifically in the North West Province of South Africa. The literature study addressed the brand loyalty constructs and their application in the agricultural market. Resultantly the contribution to the body of knowledge pertains to brand loyalty‟s influence in the marketing strategy (price and brand name). The study also explored opportunities for the successful distribution of pharmaceutical livestock products through agribusinesses. Management of agribusinesses will have to adopt a market-oriented strategy that will assist agribusinesses on various dimensions of performance and will have a significant positive effect on return on assets, sales growth and sustainability. The inputs and assistance of the suppliers and marketers are of utmost importance and will add value to the execution of agribusinesses‟ marketing strategy. / MBA, North-West University, Potchefstroom Campus, 2015