Consumer's Brand Loyalty Assignment

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Donghua University

Added on 2020-04-21

Consumer's Brand Loyalty Assignment

Donghua University

Added on 2020-04-21

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Running Head: BUSINESS RESEARCH METHODOLOGY Business Research Methodology Name of the studentName of the UniversityAuthor Note

1BUSINESS RESEARCH METHODOLOGY Table of ContentsIntroduction........................................................................................................................2Summary of the different cases.........................................................................................2Research objectives and the research questions..............................................................3Review of literature............................................................................................................4Evaluation of the appropriateness regarding choice of research......................................7Evaluation of sampling design...........................................................................................8Evaluate the choice of research instruments....................................................................9Conclusion.........................................................................................................................9Reference........................................................................................................................10

2BUSINESS RESEARCH METHODOLOGY Introduction In this assignment, five cases has been considered where in the first case a discussion has been made about the Chinese young consumer’s brand loyalty toward sportswear products. In the second case, a discussion is being made regarding the impact of brand loyalty on the purchase of sportswear brand among the customers. In the third case, a discussion is being made for investigating the critical components for constructing the measurements that are influencing the consumers of sportswear regarding brand loyalty. In the fourth case, a discussion is being made regarding brand loyalty towards sportswear in Iran. In the fifth case, the research objective is to investigate the brand loyalty as well as other metrics relating to brand performance within the sportswear market in the UK. Summary of the different cases In the first case, a discussion has been made about the Chinese young consumer’s brand loyalty toward sportswear products. The research study is aiming towards investigating the brand loyalty of the Chinese young consumers regarding sportswear products from a self-congruity perspective. Through the observation of different performance within international as well as domestic sportswear brands in the market in China, this research study will also be aiming towards examining the influenceof the country of origin on the behavior of the Chinese young consumers regarding the sportswear brand (Lu, 2015). In the second case, a discussion is being made regarding the impact of brand loyalty on the purchase of sportswear brand among the customers. The research study is aiming towards finding out the brand loyalty factors regarding the purchase of sportswear brands. The outcome of brand loyalty on different respondents has been discussed, taking into consideration the seven factors relating to brand loyalty such as price, brand name, style, quality of product, promotion, store environment as well as service quality (Singh, 2014).

3BUSINESS RESEARCH METHODOLOGY In the third case, a discussion is being made for investigating the critical components for constructing the measurements that are influencing the consumers of sportswear regarding brand loyalty. Through the adoption of an overall customer satisfaction model, the research framework will be comprising of five dimensions such as perceived quality, perceived value, customer expectations, customer satisfaction as well as brand loyalty (Chang, 2016). In the fourth case, a discussion is being made regarding brand loyalty towards sportswear in Iran. The research study will be exploring the brand loyalty as well as brand personality behavior regarding sportswear as well as examining the key factors relating to brand loyalty including brand name, quality of product, price, style, store environment, promotion, as well as service quality. Also, there will be the identification of the brand personality dimensions regarded as Big Fives, which are Sincerity, Excitement, Competence, Ruggedness as well as Sophistication in respect of different brands of sportswear (Khoei, 2014). In the fifth case, a discussion is being made regarding brand loyalty within the sportswear market in the UK. The research study will be investigating the brand loyalty as well as other brand performance metrics within the sportswear market in the UK. Themajor findings of the study states that sportswear brands are enjoying polygamous loyalty from their customers, the market is exhibiting the classic double jeopardy patternwhereby smaller brands are having loyalty that is a little lower, and customers switching amongst sports brands in sequence with their share of market (Dawes, 2012). Research objectives and the research questions In the first case, the research objective is to do the investigation of brand loyalty of the Chinese young consumers regarding sportswear products from a self-congruity perspective. The research question is whether to do the investigation relating to the brand loyalty of the young Chinese consumers in respect of the sportswear products. In the second case, the research objective is to find out the brand loyalty factors regarding the purchase of sportswear brands. The research question is how to do the

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