An Investigation into The Importance Of Brand Loyalty In The Mobile Phone Sector

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TABLE OF CONTENTS

CHAPTER 2: LITERATURE REVIEW1

Introduction1

Brand Defined1

Branding Strategies2

Brand loyalty2

Brand Awareness in Mobile phone Sector in UK3

Mobile phone and Perceived Quality3

Group of Associations3

Brand Consistency3

Case: Apple Inc.4

CHAPTER 3: METHODOLOGY6

Research Design6

Data Collection and Analysis7

Selection of Participants7

Instrument8

Likert Scale8

Ethical Concerns9

Reliability and Validity9

Limitations of Research10

REFERENCES11

CHAPTER 2: LITERATURE REVIEW

This chapter will review the importance and benefit of branding, and to determine the significance of brand loyalty in the mobile phone sector. Review and analysis of previous research conducted in this area will be examined. The topics and areas that are related to branding and brand loyalty are explored.

Introduction

In today's era, our world is surrounded by the phenomenon of advertising. In a day, we are exposed to scores of advertisements through different mediums of television, radio, internet billboards etc. These advertisements introduce variegated brands. Out of this huge chunk of brands there are only few brands that occupy a strong position in our minds. This is because these few brands are successful in creating a consistency and value in their brands through their effective and efficient branding strategies. This paper talks about one concept that is attached and closely associated with the value and progress of a brand. This concept is of brand consistency. This paper discusses the concept of brand loyalty in exceptional detail and covers its variegated aspects.

Brand Defined

A brand is a title that grants the exclusive right to the use of a sign for identifying a product or service on the market. They may be marks, words or combinations of words, images, figures, symbols, graphics, letters, and numerals, three-dimensional shapes (packaging, containers, forms the product or its representation). In other words, brand can also be defined as a sign that is used to distinguish accurately your products or services from those of your competitors (Kotler and Armstrong, 2009, p. 58).

Branding Strategies

For businesses, it is increasingly important to distinguish them by a strong, effective and efficient brand strategy that stands strong against the competition and sends a clear message and the satisfaction of the customer. Apple Inc. has incorporated all these strategies to satisfy its customers, and is able to create a niche for its products. Apple Inc. believes in long term customer satisfaction and innovation, through this competitive strategy Apple Inc. able to maintain long term relationship with its customers. Every time Apple Inc. introduces a product, it consists on breakthrough technology, which always gave Apple Inc. an upper hand over its competitors. It also gave Apple Inc. a first mover advantage that helps Apple Inc. to increase its market share. Due these innovative skills, Apple Inc. is able to charge higher prices for its high-tech products (Gardner and Levy, 2008, p. 36).

Brand loyalty

Brand loyalty for Aaker (1992, p.65) describes the relationship of consumers with a brand. Brand loyalty reinforces the brand against the competition on price action and has a positive effect on sales. Apple Inc. strongly believes in this philosophy, their strength lies in their quality ...