Browsing Masters Theses by Author "Douglas, Nigel"

Now showing items 1-1 of 1

    • An examination of how product involvement affects brand loyalty

      Douglas, Nigel (Auckland University of Technology, 2007)
      David Aaker (1992) suggests that brand loyalty leads to brand equity, which leads to business profitability. Brand loyalty makes a critically valuable contribution to competitive advantage. Marketing costs render it expensive ...