Utilize este identificador para referenciar este registo: http://hdl.handle.net/10362/13903
Título: The dynamics of brand loyalty across a consumer’s lifetime
Outros títulos: An application to the Portuguese fashion market
Autor: Nunes, Rita Mourato Catela
Orientador: Agante, Luísa
Palavras-chave: Fashion brands
Brand loyalty
Age segments
Peer pressure
Data de Defesa: Jan-2014
Resumo: This project studies the Portuguese female fashion market. We intend to determine patterns of consumer brand loyalty across brands and ages. By interviewing 8 young adults and surveying 125 teens and 87 adults, we found that brands’ segmentation by usage per age segment is related with differentiation in brand loyalty and peer pressure. We also found that teens have higher attitudinal brand loyalty while adults have higher behavioral loyalty. Moreover, brand loyalty in teens is more susceptible to peer pressure. The results imply that customer relationship management strategies should be differentiated according to age segment. We also derive marketing implications with a focus on each brand’s loyalty profile.
URI: http://hdl.handle.net/10362/13903
Designação: A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
Aparece nas colecções:NSBE: Nova SBE - MA Dissertations

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