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Determinants of brand loyalty : a cross gender study

By:

Rehman, Attiq-ur (060531); Pervez, Kashif (060492) 2012

Material type: Text

TextPublication details: Islamabad Department of Business Administration (Air University Main Campus) 2012Description: 33p. CDDDC classification:

Summary: This research is based upon the determinants of Brand Loyalty among the two gender groups; males and females. The purpose of this study was to see that what factors have an impact on these two groups when it comes to their brand loyalty. The variables under study in this research were brand substitute, brand image, brand equity and brand awareness. A sample of 80 respondents was taken from the region of Islamabad comprising of 43 males and 37 females who knew about brands. After the analysis it was found that males were more brand loyal considering the above mentioned variables while there may be some other factors that would lead to female brand loyalty.

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Item type	Current library	Call number	Status	Barcode
Student Project	Air University Central Library Thesis Repository (5th Floor) Management Science	658 REH BBA (Browse shelf(Opens below))	Available	PR0696

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This research is based upon the determinants of Brand Loyalty among the two gender groups; males and females. The purpose of this study was to see that what factors have an impact on these two groups when it comes to their brand loyalty. The variables under study in this research were brand substitute, brand image, brand equity and brand awareness. A sample of 80 respondents was taken from the region of Islamabad comprising of 43 males and 37 females who knew about brands. After the analysis it was found that males were more brand loyal considering the above mentioned variables while there may be some other factors that would lead to female brand loyalty.

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Determinants of brand loyalty : a cross gender study

Browsing Air University Central Library Thesis Repository (5th Floor) shelves, Shelving location: Management Science Close shelf browser (Hides shelf browser)