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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.
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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},
  keyword      = {Brand identity,Brand Image,Satisfaction,Customer Loyalty,Sony Ericsson,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {The Relationship between Brand Identity and Customer Loyalty-A Case of Sony Ericsson},
  year         = {2009},
}