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Brand loyalty towards cell phones: A study of Generation Y in Sweden
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
2014 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this thesis is to find if the Swedish Generation Y is more brand loyal to cell phones compared to other consumerelectronic, and to find out if some set factors of loyalty affects Generation Y's loyalty more than other. 

The conclusion of this thesis is that Generation Y is more loyal to their cell phone brand compared to other consumer electronics, and that the set factors presented are affecting their brand loyalty to different extent.

Place, publisher, year, edition, pages
2014. , 64 p.
Keyword [en]
Brand, Brand Loyalty, Generation Y, Perceived brand quality, Brand image, Brand experience, Customer satisfaction, Customer retention and Switching costs
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-25729OAI: oai:DiVA.org:hh-25729DiVA: diva2:726496
Subject / course
Business
Presentation
2014-05-27, P219, 14:15 (Swedish)
Supervisors
Examiners
Available from: 2014-07-07 Created: 2014-06-18 Last updated: 2014-07-07Bibliographically approved

Open Access in DiVA

Bachelor Thesis Birkedal Meister(637 kB)997 downloads
File information
File name FULLTEXT01.pdfFile size 637 kBChecksum SHA-512
a63c5dd287b5265e2245d6476f2d8db394c031e1f9997ebca36f74f2b3525c2c18cbe6243bcbcf0c233831b2de8ec1de023ed41f57ebfeae9f677ce8bf85cb61
Type fulltextMimetype application/pdf

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Birkedal, MicaelaMeister, Gabrielle
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf