BRAND LOYALTY

Brand Loyalty through Individual Stock Ownership



Abstract

The reason of this study will be to realise that how brand loyalty can be constructed through individual supply ownership. Building brand loyalty has become more significant? yet tougher to accomplish in today's marketplace. This study will enquire a likely avenue for construction brand loyalty that is not exactly associated to the trading of the merchandise - appealing one-by-one investors in the brand's business parent. A review of over 500 one-by-one investors will be taken to disclose that one-by-one investors do are inclined to purchase brands from businesses in which they contain supply? and investors may purchase supply in a business because they have know-how with the brand. In compare with brand loyalty? where buyers will not purchase comparable offerings? one-by-one investors demonstrated they would purchase comparable offerings? proposing that supply ownership is more expected to lead to replicate buy demeanour? but not brand loyalty. Building brand loyalty has become more important? yet more difficult to achieve in today's marketplace. This research investigates a possible avenue for building brand loyalty that is not directly related to the marketing of the product - attracting individual investors in the brand's corporate parent. A survey of over 500 individual investors revealed that individual investors do tend to buy brands from companies in which they hold stock? and investors may buy stock in a company because they have experience with the brand. In contrast with brand loyalty? where consumers will not buy competitive offerings? individual investors indicated they would buy competitive offerings? suggesting that stock ownership is more likely to lead to repeat purchase behaviour? but not brand loyalty.

Table of Contents

Abstract2

Table of Contents3

CHAPTER I5

Introduction5

Background of the study7

Problem Statement7

Purpose of the study8

Research questions8

Time Scale9

CHAPTER II10

Literature Overview10

Brand loyalty14

The individual investorError! Bookmark not defined.

Research questions22

CHAPTER III24

Method24

Quantitative research24

Sample24

CHAPTER IV24

Results24

CHAPTER V24

Conclusions and implications24

Executive summary24

Stockholders are loyal to their financial interest24

Who buys stock?24

So are these programmes worthwhile to the firm?24

References24

Appendix24

CHAPTER I

Introduction

The role of the brand and brand building has changed significantly over the past two decades. While the 1980s may be associated with the rampant escalation of brand equity building initiatives? the 1990s could conceivably be remembered as the decade of the concept's demise (Bello and Holbrook? 1995). Since 1987? when the concept of “brand equity” was initiated by the financial valuation of brands? companies have tried to create and maintain the precursor to brand equity? brand loyalty. Although more businesses are recognizing the need to develop and maintain brand loyalty to ensure long-term profitability? creating and maintaining loyal customers has become increasingly difficult in today's competitive environment. Despite a respected plethora of published work aimed at assisting brand managers with strategies and tactics to manage brands and build brand loyalty? the success of such programs have been suspect and have left brand managers seeking alternatives to manage the brand and build loyalty. This article provides a unique option to previous theories and recommendations in the brand-building arena that may provide an impetus for renewed brand management ...