Brand Loyalty †Thesis Proposal Essay

The current financial crisis has spread around the world and no consumer has stayed untouched. In economic downturns, consumers are trying to better manage their expenses due to uncertainty for the future. In such cases, their brand loyalty might be shaken. Especially for UK consumers, whose purchasing power is lower than the other nations, the situation in the beginning of 2010 seems to be much more difficult. Hence, the purpose of this research is to investigate the impact of the current recession on UK consumers’ brand loyalty. A quantitative method will be employed and the empirical data will be collected through questionnaire survey with a sample of fifty UK consumers from the area of Thessaloniki. The questionnaire survey will be distributed to different people regardless of age and demographic characteristics, backgrounds and attitudes. The results of the study will aim to show that not all consumers’ brand loyalty has been shaken the same by the recession but some types of consumers were more affected compared to others. Furthermore, the research will aim to indicate that brand loyalty varies over products so some product and service categories lost a big part of their market share. The findings might be interesting and useful to several companies that would like to be aware both of the profiles of the customers that are more likely to switch to cheaper brands and the products that will easily lose a part of their market share during a recession so that can formulate the appropriate marketing strategy. In the highlighted part right the name of the area where it will be easier for to distribute fifty surveys and get them back. What Influences brand loyalty towards cigarette brands in the UK market? Brand loyalty has been a one of the biggest issues in the world of marketing over the last years. The two topics of brand loyalty and cigarette smoking have rarely been linked. A possible reason for this is that researchers might feel that it is in some way unethical to provide managerial suggestions for tobacco producers. The aim of this study is to clarify that matter and get knowledge about which product-related, psychographic, health-related and demographic factors influence the brand loyalty among smokers and to what extent. By examining brand loyalty towards cigarette brands, those factors which in fact decrease brand loyalty can be identified. In the literature review, the necessary background will be referenced to answer the research questions. The research will be conducted on a quantitative basis. The main research method used will be questionnaire survey. It is the researcher’s belief that this study will provide new and interesting perspective on the topic of brand loyalty, as well as the researcher hopes that the results will be beneficial for social marketers in their fight against cigarette smoking. What effect does sponsorship have on brand loyalty: A case study of Vodafone customers An increasingly larger marketing budget is allocated to sponsoring in companies. This has triggered the attention of the academics to research what the exact effects of sponsorship on a sponsoring brand are. This study fills a gap in the sponsorship literature by focusing on both current customers and looking at sponsorship from both negative and positive perspective. It researches what the effects of sponsorship are on brand loyalty for current customers concerning a sponsored party. Prior literature on both sponsorship and brand loyalty is explored to establish a sound theoretical reference. The review will demonstrate that negative and positive incidences as the context has a negative and positive effect respectively on attitude change toward the sponsored party, which in turn influences change in brand loyalty. The established theoretical reference is tested by means on a questionnaire survey. The sample will consist of Vodafone customers, which are tested on the change in attitudes toward the sponsored team (McLaren-Mercedes Formula 1 team for Vodafone) and on the change in attitudes and behavior toward the sponsoring brand.