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The Relationship between Brand Identity and Customer Loyalty-A Case of Sony Ericsson

Di, Fan ; Qi, Pan Pan and Huang, Chao (2009)
Department of Business Administration
Abstract
With the aim to study how to establish a strong brand, this thesis use Sony Ericsson as an example to find out how did the brand identity influence on the customer loyalty, and then investigate what¡¯s relationship between them. Both quantitative and qualitative methods were used to support research. The analysis results show that there is a positive relationship between brand identity and customer loyalty. The relevant two hypotheses: the positive brand identity leads to customer loyalty and the negative brand identity leads to customer disloyalty are also proved.
Please use this url to cite or link to this publication:
author
Di, Fan ; Qi, Pan Pan and Huang, Chao
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
Brand identity, Brand Image, Satisfaction, Customer Loyalty, Sony Ericsson, Management of enterprises, Företagsledning, management
language
Swedish
id
1437711
date added to LUP
2009-06-03 00:00:00
date last changed
2012-04-02 17:43:51
@misc{1437711,
  abstract     = {{With the aim to study how to establish a strong brand, this thesis use Sony Ericsson as an example to find out how did the brand identity influence on the customer loyalty, and then investigate what¡¯s relationship between them. Both quantitative and qualitative methods were used to support research. The analysis results show that there is a positive relationship between brand identity and customer loyalty. The relevant two hypotheses: the positive brand identity leads to customer loyalty and the negative brand identity leads to customer disloyalty are also proved.}},
  author       = {{Di, Fan and Qi, Pan Pan and Huang, Chao}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{The Relationship between Brand Identity and Customer Loyalty-A Case of Sony Ericsson}},
  year         = {{2009}},
}