Brand loyalty in the case of Samsung
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| Dokumentumtípus: | Diplomadolgozat |
| Kulcsszavak: | brand building brand loyalty Consumer behavior consumer satisfaction marketing |
| Online Access: | http://dolgozattar.uni-bge.hu/28657 |
| Kivonat: | The thesis is about the brand loyalty in the case of Samsung. The dissertation's basic aim is to analyze customer satisfaction, brand trust, emotional factors, customer behavior, brand building and brand loyalty marketing from both the brand's and customers' point of view, and the impact of these factors on brand loyalty in practice. The research objective is to provide a comprehensive picture of the topic by a theoretical review and self-conducted primary research supported by an interview with an expert and a questionnaire focused on potential Hungarian customers. By reviewing the literature, comparing the interview and the questionnaire, a comprehensive evaluation could be executed. The findings of the resaerch show that in the case of Samsung attitudinal loyalty does not really appear, however behavioral loyalty is strongly present. |
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