This research analyzes the relationship between company performance and image and whether it has an impact on loyalty. Using a quasi-experimental model based on established research in consumer attitude formation and brand relationship marketing, the thesis rejects the popular notion that individual signals sent by companies affect consumer loyalty directly. Rather, this thesis demonstrates that the effects of image and performance and their impact on consumer attitudes do have an effect on consumer trust and perceived value, which are primary drivers of loyalty. This research suggests that while singular incidents are not enough to alter consumer loyalty, over time the impact of these signals may carry over through trust and value. Meanwhile, marketing managers should focus on activities that foster trust and value as opposed to positive brand image.
| Identifer | oai:union.ndltd.org:LACETR/oai:collectionscanada.gc.ca:MWU.1993/4964 |
| Date | 14 October 2011 |
| Creators | Finlay, Jesse |
| Contributors | Bruning, Edward (Marketing), Wan, Fang (Marketing) Carvalho, Sergio (Marketing) Greidanus, Nathan (Business Administration) Gibbons, Ken (University of Winnipeg) |
| Source Sets | Library and Archives Canada ETDs Repository / Centre d'archives des thèses électroniques de Bibliothèque et Archives Canada |
| Detected Language | English |
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