The Relationship between Brand Identity and Customer Loyalty-A Case of Sony Ericsson
(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:
http://lup.lub.lu.se/student-papers/record/1437711
- author
- Di, Fan ; Qi, Pan Pan and Huang, Chao
- supervisor
- organization
- year
- 2009
- 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}}, }