Brand Loyalty from a Consumer-Brand Relationship Perspective: An Empirical Study in the Vietnam Shampoo Market
This dissertation explores three basic questions of brand loyalty: why and how brand loyalty is developed and what is the nature of it; from a consumer-brand relationship perspective. Eight consumers in Vietnamese shampoo market provide empirical data for a qualitative phenomenological study. Specif...
| Main Author: | |
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2004
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| Online Access: | https://eprints.nottingham.ac.uk/24372/ |
| _version_ | 1848792762355286016 |
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| author | Ly, Ngan Thuy |
| author_facet | Ly, Ngan Thuy |
| author_sort | Ly, Ngan Thuy |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | This dissertation explores three basic questions of brand loyalty: why and how brand loyalty is developed and what is the nature of it; from a consumer-brand relationship perspective. Eight consumers in Vietnamese shampoo market provide empirical data for a qualitative phenomenological study. Specifically, it argues that brand loyalty is a multifaceted phenomenon which can take the form of various types of brand-consumer relationship. It is originated with a process of exchanges between brands and consumers and primarily maintained by a self-connection that consumers feel with their brands.Building on the research findings, I put forward a number of conclusions. They address three concerns; practical (marketing), theoretical (consumer-brand relationship conceptual framework) and methodological (phenomenology study). |
| first_indexed | 2025-11-14T18:49:33Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-24372 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T18:49:33Z |
| publishDate | 2004 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-243722018-01-14T18:15:37Z https://eprints.nottingham.ac.uk/24372/ Brand Loyalty from a Consumer-Brand Relationship Perspective: An Empirical Study in the Vietnam Shampoo Market Ly, Ngan Thuy This dissertation explores three basic questions of brand loyalty: why and how brand loyalty is developed and what is the nature of it; from a consumer-brand relationship perspective. Eight consumers in Vietnamese shampoo market provide empirical data for a qualitative phenomenological study. Specifically, it argues that brand loyalty is a multifaceted phenomenon which can take the form of various types of brand-consumer relationship. It is originated with a process of exchanges between brands and consumers and primarily maintained by a self-connection that consumers feel with their brands.Building on the research findings, I put forward a number of conclusions. They address three concerns; practical (marketing), theoretical (consumer-brand relationship conceptual framework) and methodological (phenomenology study). 2004 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/24372/1/LyNganThuy.pdf Ly, Ngan Thuy (2004) Brand Loyalty from a Consumer-Brand Relationship Perspective: An Empirical Study in the Vietnam Shampoo Market. [Dissertation (University of Nottingham only)] (Unpublished) |
| spellingShingle | Ly, Ngan Thuy Brand Loyalty from a Consumer-Brand Relationship Perspective: An Empirical Study in the Vietnam Shampoo Market |
| title | Brand Loyalty from a Consumer-Brand Relationship Perspective: An Empirical Study in the Vietnam Shampoo Market |
| title_full | Brand Loyalty from a Consumer-Brand Relationship Perspective: An Empirical Study in the Vietnam Shampoo Market |
| title_fullStr | Brand Loyalty from a Consumer-Brand Relationship Perspective: An Empirical Study in the Vietnam Shampoo Market |
| title_full_unstemmed | Brand Loyalty from a Consumer-Brand Relationship Perspective: An Empirical Study in the Vietnam Shampoo Market |
| title_short | Brand Loyalty from a Consumer-Brand Relationship Perspective: An Empirical Study in the Vietnam Shampoo Market |
| title_sort | brand loyalty from a consumer-brand relationship perspective: an empirical study in the vietnam shampoo market |
| url | https://eprints.nottingham.ac.uk/24372/ |