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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...

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Bibliographic Details
Main Author:	Ly, Ngan Thuy
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2004
Online Access:	https://eprints.nottingham.ac.uk/24372/

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