University Marketing Report: ASOS Brand Loyalty, Price, Convenience

This report delves into the intricate relationships between brand loyalty, price, and convenience within the context of the ASOS brand, aiming to understand their impact on customer satisfaction. The analysis draws upon a comprehensive literature review, examining how these factors influence consumer behavior and purchasing decisions. The report explores the methodologies and findings of various studies, including quantitative and qualitative research approaches, to assess the significance of brand innovativeness, customer experiences, and pricing strategies. It investigates the influence of social media marketing on brand recognition and customer engagement. The report also examines the role of convenience and social interaction in shaping customer satisfaction and buying behavior, providing valuable insights into the dynamics of the fashion industry and the strategies employed by ASOS to foster customer loyalty and drive sales.

Running head: RELATIONSHIP BETWEEN BRAND LOYALTY, PRICE & CONVENIENCE
RELATIONSHIP BETWEEN BRAND LOYALTY, PRICE & CONVENIENCE FROM THE
PERSPECTIVE OF ASOS BRAND
Name of the Student
Name of the University
Author Note

1RELATIONSHIP BETWEEN BRAND LOYALTY, PRICE & CONVENIENCE
Table of Contents
Introduction......................................................................................................................................2
Research Aim...................................................................................................................................2
Research objectives.........................................................................................................................2
Conceptual Framework....................................................................................................................2
Literature review..............................................................................................................................3
Brand loyalty...............................................................................................................................3
Price.............................................................................................................................................5
Convenience................................................................................................................................6
Customer satisfaction...................................................................................................................8
Conclusion...................................................................................................................................9
References......................................................................................................................................11

2RELATIONSHIP BETWEEN BRAND LOYALTY, PRICE & CONVENIENCE
Introduction
The literature review is focused towards evaluating the relevant literatures concerning the
relationships between brand loyalty, price and convenience to customer satisfaction. The
literature review is very important in context of the greater research that is undertaken for the
study. The findings from various literary sources would form the basis for the analysis of the
study. The literature review is being used to understand the effect of the three aspects on the
ASOS brand. The perspective of the ASOS brand can be known through the effective analysis of
the literatures concerning brand loyalty, price and convenience concerning customer satisfaction.
Research Aim
The aim of the research is to evaluate the methods and the effectiveness of thee various
literatures that relate to the relationship between price, brand loyalty, convenience and customer
satisfaction.
Research objectives
The objectives of the research is to analyze the findings of the various literatures present
in regards to the subject matter. Moreover, the research is focused towards evaluating how
important the methodologies utilized are in term of the research that is to be conducted. Finding
the effectiveness of either qualitative or quantitative research is also a significant objective.
Conceptual Framework

3RELATIONSHIP BETWEEN BRAND LOYALTY, PRICE & CONVENIENCE
Figure 1: Conceptual framework
(Source- as provided by the author)
Literature review
Brand loyalty
Pappu, R. and Quester, P.G., 2016. How does brand innovativeness affect brand
loyalty?. European Journal of Marketing
The article focuses on the perceptions of consumers about the innovativeness of any
product and its effect on brand loyalty. The findings of the article are that the perceptions about
innovativeness of brands greatly contribute towards the creation of brand loyalty. The study can
greatly contribute to the research as it done in a deep and intrinsic manner. The study takes help
of the quantitative method of data analysis. The respondents were the customers at a major

4RELATIONSHIP BETWEEN BRAND LOYALTY, PRICE & CONVENIENCE
shopping mall. The approach taken for the data analysis was mall intercept. The data analysis
method taken was structural equation modelling. Quantitative methods of evaluating brand
loyalty are effective as they can point towards the original opinions that the customers hold
(Summers 2019). The findings generated from the quantitative research of the study would be
important in view of the information that are much important in contexts of the present study.
The quantitative study has helped in developing strong informative value that can contribute
towards further value of the present study. It is important to develop a strong connection with the
actual factors that influence the customers. This has been made possible by the quantitative
methods that have been utilized by the study.
Huang, C.C., 2017. The impacts of brand experiences on brand loyalty: mediators of brand love
and trust. Management Decision, 55(5), pp.915-934.
The article by Huang (2017) is important in the context of brand loyalty. The article
focuses on understanding the relationships between brand experience and brand loyalty. The
findings suggest that the sensory experiences of customers is one of the major drivers for brand
loyalty through brand love. Moreover, the findings suggest that brand trust is driven by sensory
experiences of the customers and behavioral loyalty is created through brand love. The findings
further point towards the mediating effect of brand love and brand trust on brand aspects. The
methodology that was utilized for the study was quantitative. The findings were gathered from
237 valid questionnaires distributed among respondents between the ages of 18 and 30. The
quantitative methodology for the study makes it important in view of understanding the
relationships between brand loyalty and customer perceptions of brand. It is important to
understand in this regards that the brand loyalty aspects have become much important to
understand. The information that is gathered from the article is bound to provide more value to
the research that is necessary in view of the present study. In essence, the methodology for the
article has been important to add value to the study. As Asos is one of the most important
clothing brand, the relationship of the pricing aspects and brand factors with customer choices
can be very well analyzed through this method.

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Price
Cortiñas, M., Chocarro, R. and Villanueva, A., 2019, June. Image, brand and price info: do they
always matter the same?. In Proceedings of the 11th ACM Symposium on Eye Tracking Research
& Applications (pp. 1-8).
The article by Cortiñas, Chocarro and Villanueva (2019) is focused towards
understanding the effect of brand and price in regards to the visual information about any
product that is provided to the customers. The authors have utilized various sources of
information to carry out thorough research concerning the subject matter. The findings suggest
that pricing and brand play different roles in regards to the different situations that exist while
any purchase behavior. It was found that in case of buying items like pens the customer is bound
to use price for making the purchase decisions. However, in case of buying clothes, despite price
being a strong factor people were found to provide more importance to factors such as brand.
The methodology of the research becomes very important towards developing better
understanding of the subject matter. In this case the research method that was used was
quantitative. The quantitative data gathering technique was utilized in the context of an
experimental design. The experimental design was created on the basis of a stimulated web store.
Four different product categories were provided to the respondents. Data were gathered from the
choices that were made by the respondents in the stimulated portal. The sampling was done from
among the fourth year students of a business administration and management course in Spain.
The respondents were mainly people between the ages of 25 and 34. They were chosen as they
make the larger chunk of the online buyers in the country. The research method was important as
it provided data that was authentic and efficient. It is important to note that the design helped to
gain data that was effective in terms of its value. The present research would benefit from this
method of analysis as this can provide various perspectives on the given subject matter.
However, an important disadvantage of the research is the difficulty in understanding the
analysis process (Summers 2019). This can hamper the correct interpretation of the findings that
have emerged from the study. The methods utilized by the article can be effective in
understanding the relationship between brand and price or product and pricing. The research
method can be very effective in evaluating the various customer behavior aspects related to the
Asos brand. This is because it is a clothing brand that is much important in view of the younger
buyers.

6RELATIONSHIP BETWEEN BRAND LOYALTY, PRICE & CONVENIENCE
. Effect of product completeness and price on consumer purchasing decision in smes market
medan. Jurnal Manajemen, 22(1), pp.47-61.
The article by Harahap, Amanah and Agustini (2018) is important in understanding the
relationship between pricing and consumer behavior. The study focuses on understanding the
effect of pricing on the consumer buying decisions concerning a brand in Malaysia. The findings
of the study point towards the fact that more consumers go to any place to buy products because
of its cheap pricing and not due to quality oriented factors. The methodology that is utilized in
the study is very important in understanding the value of pricing towards consumer buying
behavior. It is important to understand that a product can be bought for many factors that affect
the decisions of the customers. The method utilized by the study has helped to deduce the
argument that has been put forward for the study. The study has vastly utilized the quantitative
method of analysis for the study. The research method type used is exploratory research. The
research method is important in understanding the various ways in which customers can use
pricing as one of the main reasons for purchasing behavior. The pricing factors were very
effectively evaluated through the quantitative strategy. The sampling method used for the study
is non probability sampling. The selected number of respondents are 96. The data gathering
techniques were questionnaires that were subsequently evaluated on the basis of the Likart scale.
The method becomes very important in understanding how brand pricing can be differentiated
from pricing that are provided by the cheaper markets. This form of research method will be very
well suited towards understanding more about the customer perceptions about pricing concerning
the Asos brand. More information about the customer likes and dislikes can be gathered through
this method.
Convenience
Evanschitzky, H., Malhotra, N., Wangenheim, F.V. and Lemon, K.N., 2017. Antecedents of
peripheral services cross-buying behavior. Journal of Retailing and Consumer Services, 36,
pp.218-224.
The article is important in view of understanding the customer behaviors when it comes
to buying peripheral services. An effective assessment has been made in the study concerning the
relationship and value perceptions of the customers. The convenience and the social benefits
provided by the organizations often make customers make cross buying behaviors. The findings

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of the study suggest that commitment can only be effective in determining the buying behaviors
of the customers if the company provides effective benefits to the customers. The methodology
utilized by the research is qualitative. The study was conducted by observing the buying
behaviors of al large do-it-yourself retailer. The qualitative and quantitative methods were both
utilized to conduct a thorough study of the buying behaviors of the customers. The focus was
more on understanding convenience as a factor that influences buyer behavior. The qualitative
data was collected in regards to the purchase of the customers. Responses were collected through
surveys that were conducted for a long period of 24 months. The sample size constituted of
around 5,667 responses. The methodology has been very effective in terms of gathering the right
information. The long time taken for the research had made sure that authentic data is gathered.
In view of the current research on Asos this type of research can be very effective in done
properly. It is important to note that the research technique would be very difficult to incorporate
within the present nature as the scope of research is very less. It is important that in future such
large scale researches are undertaken on companies such as Asos to develop better understanding
of the nature of operations and the customers they attract.
Srivastava, M. and Kaul, D., 2014. Social interaction, convenience and customer satisfaction:
The mediating effect of customer experience. Journal of Retailing and Consumer
Services, 21(6), pp.1028-1037.
The study focuses on finding the effect that both social interactions and convenience has
over customer satisfaction. At the same time the study has focused on finding the mediating role
that customer experiences has over customer satisfaction. The results of the study found that
convenience and social impact both have significant effect on customer satisfactions and
experiences. It is important that the type of satisfaction that customers get from convenience is
evaluated effectively. Moreover, the methodology utilized for the research has made it much
important in view of understanding the role of convenience in customer behavior. The research
has given preference to the quantitative method of data evaluation. The tools used for the
research are survey questionnaires that were distributed among a sample population. The sample
population that was selected for the research was 840. This made sure that a thorough research
was conducted among a large number of people. In order to check the validity of the research the
tools of exploratory factor analysis (EFA) and Confirmatory Factor Analysis (CFA) was utilized.

8RELATIONSHIP BETWEEN BRAND LOYALTY, PRICE & CONVENIENCE
The study was effective as varied forms of analysis techniques were utilized in order to bring
forward the most important implications. If this method is utilized in the present study, it can
help develop better notions about customer convenience with regards to Asos. It is important to
consider the validation techniques that were utilized as part of the research. They can be used in
the present research on Asos to develop better implications from the study. In view of the present
research the most important factor can be the sample that was utilized. It is important that the
sample is effectively analyzed.
Customer satisfaction
Hult, G.T.M., Sharma, P.N., Morgeson III, F.V. and Zhang, Y., 2019. Antecedents and
Consequences of Customer Satisfaction: Do They Differ Across Online and Offline
Purchases?. Journal of Retailing, 95(1), pp.10-23.
The article by Hult et al. (2019) focuses on the level of satisfaction that is derived by
customers from online and offline purchase channels. The study has focused on finding the
drivers for customer satisfaction in these purchase channels. The findings from the research
suggest that the customers are consider purchase value as a more important criteria when buying
online electronic goods. The study has made effective usage of the ASCI (American Customer
Satisfaction Index) model. The model has been effective in determining the relevance of the
implications that were generated from the study. It is important to note that the ASCI model
helps in the empirical validation of any data gathered. The methodology used for the research
was greatly quantitative. This helped in the determination of the results that emerged from the
study. Survey and questionnaires were used as the principal modes for data collection. The
sample size used for the entire study is 913. This includes surveys conducted among 497 online
and 416 offline customers. The data analysis technique involved the examination of the pooled
samples this was done through path coefficients. Next the main questions were analyzed through
the group specific model paths. This research technique can be effective in terms of the present
research. In regards to the same it is important that the model that has been used is utilized to do
a thorough research about the customer convenience at Asos. However, the scope of the research
is limited and the resources required for undertaking a large scale research might not be feasible
enough in terms of the scope of the work. It is important to note that convenience is a significant

9RELATIONSHIP BETWEEN BRAND LOYALTY, PRICE & CONVENIENCE
aspect that contributes to buyer behavior. In view of the same proper research needs to be
undertaken.
Duarte, P., e Silva, S.C. and Ferreira, M.B., 2018. How convenient is it? Delivering online
shopping convenience to enhance customer satisfaction and encourage e-WOM. Journal of
Retailing and Consumer Services, 44, pp.161-169.
The study is focused towards the essential analysis of customer satisfaction. It is
important to understand that the customers are more inclined to shop at convenient spaces. The
focus of the study is understanding the exact form of online convenience that affect the
intentions of the customers for online shopping. The findings suggest that the factors of
possession, transaction and evaluation are the various dimensions that influence convenience in
online shopping. Also, it was found that these factors enhance e-WOM. The sample used for the
study is of 250 people. The sampling was done among young Portuguese individuals. Probability
sampling technique has been used to make the data collection more effective. The methodology
has made extensive use of the analysis tools such as the Confirmatory Factor Analysis (CFA)
and Structural equation model (CB-SEM). This has helped in the better gathering and
presentation of data. The methodology used was almost entirely quantitative. The study points
out that quantitative methodology is still very important when finding the choices of the
customers and analyzing data. It is important to consider the fact that the methodology has been
important in determining the results of the study. Asos is a brand that has similar presence
online. The online customer base of the organization is increasing. This makes it much important
that the brand research is done through the method that was used in this research. It is important
to evaluate the effectiveness of the brand in view of the generation of e-Word of mouth and
similar aspects that lead to its spread. The methodology would be a very important device in
understanding more about a brand like Asos. Confirmatory Factor Analysis (CFA) and Structural
equation model (CB-SEM) are very important data analysis tools that can be used also in the
research to analyze data more effectively. The factors that have been evaluated as part of the
work can also be used effectively to gain better implications from the study of Asos.
Conclusion
The implications of the study point towards the fact that the research methods that have
primarily been used for most of the studies are quantitative in nature. This points towards the fact

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that in order to do further research on the subject matter of the study, quantitative methods
become very important. It is important to view the study on the basis of the research that needs to
be conducted among the people that are actually engaged in any form of buying behavior. The
researches that were consulted are very much important in view of the larger research that is to
be undertaken on the Asos organization. It is important to understand that the researches are
important in view of the studying the impact of brand loyalty, price, convenience and customer
satisfaction. The development of the brand can essentially be discussed through the methods.

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References
Bell, E., Bryman, A. and Harley, B., 2018. Business research methods. Oxford university press.
Cortiñas, M., Chocarro, R. and Villanueva, A., 2019, June. Image, brand and price info: do they
always matter the same?. In Proceedings of the 11th ACM Symposium on Eye Tracking Research
& Applications (pp. 1-8).
Drake, B.F., Rancilio, D.M. and Stafford, J.D., 2017. Research methods. In Public Health
Research Methods for Partnerships and Practice (pp. 174-187). Routledge.
Duarte, P., e Silva, S.C. and Ferreira, M.B., 2018. How convenient is it? Delivering online
shopping convenience to enhance customer satisfaction and encourage e-WOM. Journal of
Retailing and Consumer Services, 44, pp.161-169.
Evanschitzky, H., Malhotra, N., Wangenheim, F.V. and Lemon, K.N., 2017. Antecedents of
peripheral services cross-buying behavior. Journal of Retailing and Consumer Services, 36,
pp.218-224.
Harahap, D.A., Amanah, D. and Agustini, F., 2018. Effect of product completeness and price on
consumer purchasing decision in smes market medan. Jurnal Manajemen, 22(1), pp.47-61.
Huang, C.C., 2017. The impacts of brand experiences on brand loyalty: mediators of brand love
and trust. Management Decision, 55(5), pp.915-934.
Hult, G.T.M., Sharma, P.N., Morgeson III, F.V. and Zhang, Y., 2019. Antecedents and
Consequences of Customer Satisfaction: Do They Differ Across Online and Offline
Purchases?. Journal of Retailing, 95(1), pp.10-23.
Pappu, R. and Quester, P.G., 2016. How does brand innovativeness affect brand
loyalty?. European Journal of Marketing, 50(1/2), pp.2-28.
Srivastava, M. and Kaul, D., 2014. Social interaction, convenience and customer satisfaction:
The mediating effect of customer experience. Journal of Retailing and Consumer
Services, 21(6), pp.1028-1037.