Research Methodologies Submission 2

This report examines the connection between brand attributes and customer loyalty in the retail sector, using Morrison as a case study. It analyzes key brand attributes, their influence on customer loyalty, and offers recommendations for Morrison to improve customer loyalty through strategic branding strategies.

Research Methodologies
(Submission 2)

Table of Contents
Title: To analyse brand attributes that lead to increase customer loyalty in retail sector business –
A Case Study on Morrison...............................................................................................................1
CHAPTER 1 LITERATURE REVIEW INTRODUCTION...........................................................1
CHAPTER 2 LITERATURE MAIN BODY...................................................................................1
Concept of brand attributes in retail sector business...................................................................1
Elements that increase customer loyalty in Morrison.................................................................2
Relationship between brand attributes which assists to lead and increase customer loyalty in
retail sector business...................................................................................................................3
Recommendations ways through customer loyalty develop in Morrison...................................4
CHAPTER 3 LITERATURE REVIEW CONCLUSION...............................................................5
REFERENCES................................................................................................................................7

Title: To analyse brand attributes that lead to increase customer loyalty in
retail sector business – A Case Study on Morrison
CHAPTER 1 LITERATURE REVIEW INTRODUCTION
According to the views of Verhoef, Kannan and Inman, (2015), in the present study,
literature review provides critical evaluation of existing researchers towards particular topic. It
will help to determine and articulate for known and unknown things or topic. In context of
research, it provides proper understanding to fill gap between previous and present study. Scope
of the study also determines generally in right way to find issue and raised on appeal. It is
essentially that entails to fulfil aim and objectives within the study. Furthermore, research is to
be undertaken that includes essential guidelines which define explicitly study properly. On the
other hand, Ramanathan, Subramanian and Vijaygopal, (2017) stated that literature review
consider surveys books, articles and many other resources that are relevant to particular issue. In
area of research, theory provides proper description, summary and critical evaluation of these
works in relation with research problem that are being investigated. In extent of the research, it
can be stated that range of perception or understanding define in scope for investigation of the
topic.
In contradicting, Nyadzayo and Khajehzadeh, (2016) generated their views that literature
review has focused on identifying common barriers which enable to certain opportunities that are
successfully transitioning that engaged in particular topic and environment. Scope of this
literature review also experienced which moves away from achievement in circumstances.
Furthermore, results also focused on key structural elements which provide to enable learning
environment that are responsive and relevant for learners. It also focuses to align well with
specific strategic priorities in wider sector.
CHAPTER 2 LITERATURE MAIN BODY
Concept of brand attributes in retail sector business
As per the view of Nikhashemi, Tarofder and Haque, (2016), retail branding is strategy
which is based on brand concept and transfers into retail operations and functions. In this regard,
retail branding can be understood with comprehensive and integrated marketing management
concept. Therefore, focusing on building long term customer loyalty and customer preference
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can be successfully ascertained at workplace of retail sector business. In retail industry, branding
assists to make high sales of products and services as per competition. It creates distinctive brand
images which persuade selecting appropriate brand with complex and high priced venture.
Entrepreneurs determine closer look to develop significant advantages. On the other hand,
Hartmann, Klink and Simons, (2015) stated that branding also requires strategy in which tactics
of the company also adopts to develop interest of customers in particular brand. In this aspect,
marketing website design, damage and strategy has been selected as per latest business model
which develop consistency as per consumer emotions and prefer for one product only. Customer
loyalty and brand strategy also flexible which includes different and effective media such as
television, print advertisement and social websites.
According to the point of Calvo Porral and Levy-Mangin, (2016), branding cannot be
develop without differentiation in which ability successfully develop to persuade consumers. It
also requires distinctive mission, values and goals. Therefore, retail sector business will
accomplish brand differentiation with offering consumers for development of buying experience.
Differentiation also come up with fastens its brand image which create more values that lead to
focus on brand equity. Retail branding theory is one of the important and successful strategy
which added value and associated with more products and services. However, Kim, Vogt and
Knutson, (2015) argued that retail branding is a successful strategy which based on several
concepts so that group of people in particular outlets that carry unique name, symbol, logo and
combination of thereof. Retail brand complexity also characteristics with enormous aspects
which results from service attributes of retailers. Brand attributes helps to Morrison with
uniform, consistent and standardised performances with brand message. There are two branding
themes in retail branding also successfully develop which refers to corporate strategy. It is used
to build successful image of the company where it works.
Elements that increase customer loyalty in Morrison
As per the point of Vomberg, Homburg and Bornemann, (2015), there are several
elements exists that assists to develop customer loyalty at workplace. With this consideration,
customer loyalty can be successfully improved for particular products that made by companies.
Customers exhibit customer loyalty when it is consistently purchases and brand over extended
period. Loyalty of programs continuously develop that assists to progressed far beyond and
successfully develop sophisticated programs that tailored to perform needs. There are several
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programs can be develop to give customer attention and engage in repeat business with brand.
Beside this, Stathopoulou and Balabanis, (2016) stated that greater customer service assists to
focus on several resources that assists to handle any problems and emphasis on empathetic and
adaptable for business development. As a result, it can be stated that customer service is
something in which retailer can create several factors to increase creative advantages. Bad
experience can all turn in mistakes which can develop customer interaction in proper way.
Furthermore, it is essential to make sure that employees are well-trained to handle tasks in
professional manner. As a result, customer service procedure can be deal with huge
consideration.
In addition to this, Voorhees, White and Randhawa, (2015) argued that make brand
personable is also important element that increase customer loyalty in retail business. People are
generally prefer to buy from other people. There are several advantages that can be successfully
put on face brand. It helps to make sure that customers knows cares to provide service in the
community. Easy way to connect with customers on human level which craft to engage web
presence. Along with this, offers and updates can be successfully develop to use social media
pages in which post content really grabs to increase interest of customer base. On the other hand,
Gürhan-Canli, Hayran and Sarial-Abi, (2016) stated that track customer data is one of the
important consideration that assists to maintain effective work performances that cater to develop
more significant advantages. Improving can be hard when needs are not improved. As a result,
technology enhance customer retention with new software solution that are available that connect
more powerfully with customers.
Relationship between brand attributes which assists to lead and increase customer loyalty in
retail sector business
As per the views of Christopher, (2016), brand attributes portray characteristics of
company's brand. It signifies basic nature of brand which contain bundle of features that
highlighted physical and personality aspects of the brand. Attributes are also developed with
images, actions and presumptions. It assists to create identity for particular brand that assists to
manage more effective functioning at workplace. Strong brand helps to communicate several
features that includes several attributes. For instance, relevancy is one of the important aspect of
brand attributes. It must meet with people's expectations and perform way which want to
accomplish targets. Good job must be done to persuade consumers for buy products. Products
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must be unique and not buy for development of the enterprise. However, Jary and Wileman,
(2016) argued that consistency is one of the important aspect which signifies for the brand that
stand to build customer trust. Consistent brand in the company communicates message in a
particular way which not deviate from core brand proposition. As a result, more effective
consideration will be successfully develop to attain desired level of results. Proper positioning
should be positioned which helps to make particular place and in target audience mind to prefer
other brands. Furthermore, strong brand also helps to make sustainable enterprise for competitive
enterprise. Sustainable brand drives for an organisation for Morrison to increase more
profitability and effectiveness. As a result, credibility can be build to attain overall targets and
performances.
Recommendations ways through customer loyalty develop in Morrison
As per the view of De Mooij, (2018), there are several recommendations should be
provided in Morrison to increase their performances. In this consideration, it can be stated that
building good brand create more value for customers to target them in the business. The chosen
business should communicate awareness that create more benefits at workplace to develop more
effectiveness at workplace. It is very difficult to assign monetary value to a particular brand so
that strong effective results in the organisation. It will also communicate creativity that assists to
focus on goals and objectives. On the other hand, Wheeler, (2017) stated that credibility is one of
the important aspect that helps to communicate benefits at workplace. As a result, it attracts
mindful consumer from high brand in value. In addition to this, reputation of Morrison should be
develop so that more effectiveness can be successfully develop at workplace. In this regard, it
can be stated that the chosen business need to consider research that assists to focus on complete
digital business performances. As a result, it helps to communicate more information that
companies want to complete.
Moreover, Elliott, Rosenbaum-Elliott and Pervan, (2015) generated their views that
Morrison should focus on high profile events that assists to focus on goals and objectives. As a
result, it communicates leadership effectiveness at workplace. Increased visibility and influence
helps to develop more targets and goals with advance technology. On the basis of advance tools
and techniques, it can be stated that more effectiveness can be successfully develop to attain
overall goals and objectives at workplace. Authentic values and information can be successfully
collected with skills that assists to perform imperative to branding success. With the help of
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avoid pressure, constantly brand will be successfully develop to share overall goals and
objectives. However, Smilansky, (2017) argued that make relationship more than the business
also impact positive on customers. They are loyal towards the chosen business if employee make
more concentration on their demand and requirements. As a result, it increases effectiveness to
give more and more and offer different kinds of products. Advice from customers also helps to
take successful business operations so that it would be beneficial to attain overall goals and
objectives.
In addition to this, Davis, (2017) explored their views that be reliable with customers
when they keep promises. They show customers not taken for granted so that it is essential to
respect and grow with every commitment which meet towards the customers. Customers loyalty
increases when customers remembers for their sincerity to deliver positive promises. Each
customer has different taste so that it is essential to recommend competitors products to meet
with each person needs and requirements. It is one of the long way to building customer loyalty
to understand proper caring and expressive way (Dev, 2017).
CHAPTER 3 LITERATURE REVIEW CONCLUSION
According to the point of Calvo Porral and Lang, (2015), brand attributes lead to increase
customer loyalty in retail sector business in positive manner. With this consideration, concept of
brand loyalty explained with wider point of reference. Different elements assists to provide
positive customer experience that give proper attention for little things. Recognise with regular
customers and invest more in them also helps to promising long term loyalty which put in
priority list. Increase customer loyalty also perform positive functioning in Morrison to increase
their profits and revenue. As a result, things are make direct and easy so that loyalty will be
followed successfully. Beside this, Stanton, Wiley and Salnikova, (2015) stated that be reliable
among several customers also help to show and grow commitment which people want to meet.
Customer loyalty automatically develop customers remember for people sincerity to deliver
positive promises. Apart from rewards and discount customers expectations must be successfully
develop that focuses on fulfil requirements in better manner. Building customer loyalty also need
to understand to hearing caring and expressive towards customers. Giving attention on small
things is one of the common way to fulfil customer demand and requirements in the business.
As per the views of Ramanathan, Subramanian and Vijaygopal, (2017), brand attributes
contain positive relationship with different aspects of goals and objectives. Therefore, give
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attention on little things is observed through customers belongings. As a result, Morrison offers
eat or drinks to look around the store. Hence, the organisation can easily meet with hearts of
customers.
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REFERENCES
Books and Journals
Calvo Porral, C. and Lang, M.F., 2015. Private labels: The role of manufacturer identification,
brand loyalty and image on purchase intention. British Food Journal. 117(2). pp.506-
522.
Calvo Porral, C. and Levy-Mangin, J.P., 2016. Food private label brands: the role of consumer
trust on loyalty and purchase intention. British Food Journal. 118(3). pp.679-696.
Christopher, M., 2016. Logistics & supply chain management. Pearson UK.
Davis, M., 2017. The fundamentals of branding. Bloomsbury Publishing.
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Elliott, R.H., Rosenbaum-Elliott, R. and Pervan, S., 2015. Strategic brand management. Oxford
University Press, USA.
Gürhan-Canli, Z., Hayran, C. and Sarial-Abi, G., 2016. Customer-based brand equity in a
technologically fast-paced, connected, and constrained environment. AMS review. 6(1-
2). pp.23-32.
Hartmann, M., Klink, J. and Simons, J., 2015. Cause related marketing in the German retail
sector: Exploring the role of consumers’ trust. Food Policy. 52. pp.108-114.
Jary, M. and Wileman, A., 2016. Retail power plays: From trading to brand leadership.
Springer.
Kim, M., Vogt, C.A. and Knutson, B.J., 2015. Relationships among customer satisfaction,
delight, and loyalty in the hospitality industry. Journal of Hospitality & Tourism
Research. 39(2). pp.170-197.
Nikhashemi, S.R., Tarofder, A.K. and Haque, A., 2016. The effect of customers’ perceived value
of retail store on relationship between store attribute and customer brand loyalty: Some
insights from Malaysia. Procedia Economics and Finance. 37. pp.432-438.
Nyadzayo, M.W. and Khajehzadeh, S., 2016. The antecedents of customer loyalty: A moderated
mediation model of customer relationship management quality and brand image.
Journal of Retailing and Consumer Services. 30. pp.262-270.
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Ramanathan, U., Subramanian, N. and Vijaygopal, R., 2017. Impact of customer loyalty and
service operations on customer behaviour and firm performance: empirical evidence
from UK retail sector. Production Planning & Control. 28(6-8). pp.478-488.
Smilansky, S., 2017. Experiential marketing: A practical guide to interactive brand experiences.
Kogan Page Publishers.
Stanton, J.L., Wiley, J. and Salnikova, E., 2015. Relationship of product claims between private
label and national brands: The influence of private label penetration. International
Journal of Retail & Distribution Management. 43(9). pp.815-830.
Stathopoulou, A. and Balabanis, G., 2016. The effects of loyalty programs on customer
satisfaction, trust, and loyalty toward high-and low-end fashion retailers. Journal of
Business Research. 69(12). pp.5801-5808.
Verhoef, P.C., Kannan, P.K. and Inman, J.J., 2015. From multi-channel retailing to omni-channel
retailing: introduction to the special issue on multi-channel retailing. Journal of
retailing. 91(2). pp.174-181.
Vomberg, A., Homburg, C. and Bornemann, T., 2015. Talented people and strong brands: The
contribution of human capital and brand equity to firm value. Strategic Management
Journal. 36(13). pp.2122-2131.
Voorhees, C.M., White, R.C. and Randhawa, P., 2015. Fool’s gold? Assessing the impact of the
value of airline loyalty programs on brand equity perceptions and share of wallet.
Cornell Hospitality Quarterly. 56(2). pp.202-212.
Wheeler, A., 2017. Designing brand identity: an essential guide for the whole branding team.
John Wiley & Sons.
Online
Dev, K., 2017. 10 Ways To Improve Customer Loyalty. [Online] Available through:
<http://customerthink.com/10-ways-to-improve-customer-loyalty/>.
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