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The Interplay Between Brand Loyalty and Brand Satisfaction : A qualitative study of consumers in the clothing industry

This thesis focuses on clarifying how brand loyalty interplays with brand satisfaction. As most research conducted on this subject have been quantitative, this study takes a qualitative approach as a way to further describe the interplay on an individual level in a specific context, in this case the clothing industry. It has been conducted through semi-structured interviews, using seven heterogeneously brand loyal informants who answered questions concerning their brand satisfaction and brand loyalty towards brands within the clothing industry. The results demonstrates that there are significant differences in the interplay on the individual level, though most of these can be explained through previous research. Furthermore, there is considerable differences between interplay that can be explained by the brand loyalty levels of the informants. The interplay was clear amongst manifestly brand satisfied consumers. Subcategories to mental brand loyalty influenced both brand loyalty and brand satisfaction and the identification-subcategory had a distinct influence on the reasoning of all consumers.

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-315714
Date January 2017
CreatorsWilson, Axel, Persson, Nina
PublisherUppsala universitet, Företagsekonomiska institutionen, Uppsala universitet, Företagsekonomiska institutionen
Source SetsDiVA Archive at Upsalla University
LanguageEnglish
Detected LanguageEnglish
TypeStudent thesis, info:eu-repo/semantics/bachelorThesis, text
Formatapplication/pdf
Rightsinfo:eu-repo/semantics/openAccess

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